We are delighted to welcome Matt Wood to the WRN News Team, where he will share his valuable expertise on the essential elements of personal and corporate branding.

By Matt Wood Brand archetypes are universal symbols or character types representing specific traits, values, and behaviors. They are drawn from Carl Jung's theory of archetypes, which suggests that humans share a collective unconscious populated by recurring symbols and motifs across cultures and time. In branding, these archetypes