Archetypes are iconic narratives representing a prevailing experience, developed by psychologist Carl Jung. This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and brand writer Idoia Gkikas discuss archetypes as they apply to brands.   -Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.