Brand archetypes: Like characters in a grand story, the most successful brands embody a familiar personality archetype, helping them connect with the deepest desires in their customers' minds.

Interior Branding – the art of using interior design to convey a brand's story, personality, and core values. It goes beyond loud signage to create a multi-sensory experience, a space that has the ability to "tell a story" and imprint itself on the customer's mind naturally and subtly.