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Archetypes in Branding: A Toolkit for Creatives and Strategists

Archetypes in Branding: A Toolkit for Creatives and Strategists

  • Downloads：9980
  • Type：Epub+TxT+PDF+Mobi
  • Create Date：2021-10-27 09:54:17
  • Update Date：2025-09-06
  • Status：finish
  • Author：Margaret Hartwell
  • ISBN：1440308187
  • Environment：PC/Android/iPhone/iPad/Kindle
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Summary

Archetypes in Branding: A Toolkit for Creatives and Strategists offers a highly participatory approach to brand development。 Combined with a companion deck of sixty original archetype cards， this kit will give you a practical tool to:
Reveal your brand's motivations， how it moves in the world， what its trigger points are and why it attracts certain customers。
Forge relationships with the myriad stakeholders that affect your business。
Empower your team to access their creativity and innovate with integrity。
Readers will use this tool over and over again to inform and enliven brand strategy， and to create resonant and authentic communications。 For more information visit www。archetypesinbranding。com。

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Reviews

Samantha ，

It was okay。 I liked grouping the archetypes into families。 But I didn't think the book was organized well。 The key to decipher symbols was after all of the profiles。 And the explanations and examples needed work。 It was focused more on individuals or characters in shows instead of businesses。 It also had a lot more theory than I was expecting， so I just ended up skimming it。 It was okay。 I liked grouping the archetypes into families。 But I didn't think the book was organized well。 The key to decipher symbols was after all of the profiles。 And the explanations and examples needed work。 It was focused more on individuals or characters in shows instead of businesses。 It also had a lot more theory than I was expecting， so I just ended up skimming it。 。。。more

GZ ，

My company （Zumaeta Group） does a lot of work in brand positioning and messaging with a storytelling emphasis。 This inevitably requires us to develop personas and avatars。 This book is a wonderful companion and reference if you understand the concepts at work in developing brand storytelling narratives and applying them to brand messages - particularly if you are a copywriter/designer。 I especially appreciated the notion that if we replace stereotypes with archetypes， we can rise above the "spee My company （Zumaeta Group） does a lot of work in brand positioning and messaging with a storytelling emphasis。 This inevitably requires us to develop personas and avatars。 This book is a wonderful companion and reference if you understand the concepts at work in developing brand storytelling narratives and applying them to brand messages - particularly if you are a copywriter/designer。 I especially appreciated the notion that if we replace stereotypes with archetypes， we can rise above the "speedy， generalized judgements that trivialize the richness of our diversity and demean the individual。" This is not a book to read front to back （although you could！）。 Rather， it's a tool， and a good one at that。 。。。more

Audette ，

Not only does this book make the fertile topic of archetypes accessible & applicable to biz/branding。。。 it gives you an awesome deck of cards that are a great way to visually connect with them。 It’s a great bridge between the mythical & the practical。

Dusan Tatransky ，

A very usefull toolkit for every serious marketer。 The book is very easy to navigate through， it is beautifully designed。 No more googling with this gem， I cant believe I wasnt sure if I should buy it。 Its a must have for anybody working with branding！

Jamie ，

Not a fan of this form of design - the back of the cards are nice and readable， but a lot of the body of the book is lacking in overall readability。 Add in other problematic areas and this work is a bit of a mess。 Some A+ ideas are overshadowed by those problems。 I shudder at the 60 archetypes- when they are truly just sub types or "also known as"。 Truly I wanted to love the book and I will attempt to go back to it， but it was overwhelming and poorly organized。 Not a fan of this form of design - the back of the cards are nice and readable， but a lot of the body of the book is lacking in overall readability。 Add in other problematic areas and this work is a bit of a mess。 Some A+ ideas are overshadowed by those problems。 I shudder at the 60 archetypes- when they are truly just sub types or "also known as"。 Truly I wanted to love the book and I will attempt to go back to it， but it was overwhelming and poorly organized。 。。。more

David Rosen ，

A Must-Have for Corporate StorytellersI was happy enough to find a book that explains a whopping 60 archetypes， but when I saw it was written for marketers -- as opposed to the usual tomes aimed at screen writers -- I knew I'd struck gold。 In addition to all of these profiles， authors Margaret Hartwell and Joshua Chen load up the introduction with the best collection of definitions of archetypes I've seen。 （My favorite is from Jon Howard-Spink: "A universally familiar character or situation that A Must-Have for Corporate StorytellersI was happy enough to find a book that explains a whopping 60 archetypes， but when I saw it was written for marketers -- as opposed to the usual tomes aimed at screen writers -- I knew I'd struck gold。 In addition to all of these profiles， authors Margaret Hartwell and Joshua Chen load up the introduction with the best collection of definitions of archetypes I've seen。 （My favorite is from Jon Howard-Spink: "A universally familiar character or situation that transcends time， place， culture， gender and age。 It represents an eternal truth。"） There are also sections on the differences between stereotypes and archetypes， the application of archetypes in an ethical manner and how they can be applied to a brand to express its disparate components as one narrative。 All of these elements make this "kit" a must-have for corporate storytellers。 。。。more

Isaac ，

12 families of archetypes with each family having 5 further breakdowns of archetypes for a total of 60 archetypes。 Very well done and visually nice to look at。

Elizabeth ，

This book is a showy piece of design work with a memory-card premise: you read the book， retain the perforated cards at the end， and when you encounter a branding project， you shuffle through the colorful deck to determine which apply， perhaps using them to dialogue with your client。 I think the concept is cool， but I'm not comfortable with putting some of the labels out there。 A little too much like a tarot deck for me to see myself using in a client interview。 Even so， snappy design work， and This book is a showy piece of design work with a memory-card premise: you read the book， retain the perforated cards at the end， and when you encounter a branding project， you shuffle through the colorful deck to determine which apply， perhaps using them to dialogue with your client。 I think the concept is cool， but I'm not comfortable with putting some of the labels out there。 A little too much like a tarot deck for me to see myself using in a client interview。 Even so， snappy design work， and really interesting concept。 If you do decide to add it to your creative toolkit， it's only $40。 。。。more

Reference

google book https://www.google.com/search?tbm=bks&q=Archetypes in Branding: A Toolkit for Creatives and Strategists

hathitrust digital library https://babel.hathitrust.org/cgi/ls?q1=Archetypes in Branding: A Toolkit for Creatives and Strategists&field1=ocr&a=srchls&ft=ft&lmt=ft

The British Library https://bll01.primo.exlibrisgroup.com/discovery/search?query=any,contains,Archetypes in Branding: A Toolkit for Creatives and Strategists&tab=LibraryCatalog&search_scope=Not_BL_Suppress&vid=44BL_INST:BLL01&lang=en&offset=0