The Future Of Anti-Heroes: Why Archetypal Heroes Are So Boring and 5 Ways Brands Can Embrace Their Dark Side

Like every small child, every brand wants to be the hero. What better archetype is there than the triumphant, all-action lead character, the special one, the shaper of destinies?

But as we grow older and uglier, we often realise that there’s an even more fun part in every play: the villain. Villains get to do all the naughty things, breaking rules and generally getting their freak on. All without the pressure to perform or conform that comes with being the hero.

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