Správný příběh totiž naplňuje vždy nějaký archetyp. Archetyp laskavého mocnáře, moudrého vládce, chudé dívky, která potkala prince, hloupého Honzy, který nebyl ve skutečnosti až tak hloupý. Archetyp je určitý vzor, tradice a jasně definovanou postavou. V marketingu značek se uvádí dvanáct základních archetypů: Tvůrce – ten vytváří něco nového, jeho silnou stránkou jsou inovace Pečovatel – […]
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