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Archetypes in Branding

A Toolkit for Creatives and Strategists

By Margaret Pott Hartwell & Joshua C. Chen

Format: Paperback

SKU# Z8586

You'll Love This If:

  • You're working on branding or marketing for yourself or a client
  • You could benefit from applying a creative and intuitive tool to charting a course for your brand
  • You want to forge relationships and facilitate participation with the many stakeholders that affect your business

This toolkit makes the familiar concept of "brand archetypes" accessible, and easy to use. Archetypes in Branding: A Toolkit for Creatives and Strategists is a go-to guide that offers a highly participatory and practical approach to brand strategy.

BONUS! FREE With Your Purchase of Archetypes in Branding: From Jim Krause's Logo Brainstorm Book, a 17 page excerpt, "Using Color in Logo Design." You'll learn the best ways to utilize color to make a truly outstanding logo, whether it's one color plus black, analogous, triadic, semi-muted and more. PLUS: Get a code 15% off the new HOWU course, the Using Archetypes in Branding!

Your free download will be delivered automatically via email upon completion of checkout. No need to add it to your cart!

Archetypes in Branding: A Toolkit for Creatives and Strategists give you an effective and incredibly practical tool for branding and marketing. Using a highly participatory approach to branding strategies, combined with sixty beautiful (and incredibly useful) brand archetype cards, this kit helps you become a branding master.

In Archetypes in Branding You'll Find:

  • 60 unique and intriguing archetype cards designed to help the effective integration of brand culture and communications
  • A foreword by Jay Ogilvy, co-founder of Global Business Network
  • Useful advice on the meaning and responsible use of archetypes, as well as how to apply archetypes in a variety of business contexts
  • And more!

Applying archetypes to your branding process can help everyone stay on the same page by creating a shared vision and narrative of your brand’s motivations, what its trigger points are and why it attracts certain customers. Archetypes in Branding will help you resolve brand inconsistencies and enhance trust with stakeholders. With the archetype cards, Hartwell and Chen have created a unique way to have conversations that matter to the future success and sustainability of your brand and your business.

About the Author:

Scott FrancisWhat HOW + Print's Book Editor, Scott Francis, has to say:
This book and card deck utilizes archetypes for more effective communication with clients and and a better understanding of your audience's motivations and desires. You'll also find archetype examples from today's most successful brands. It's a great resource that will help your design work really resonate with your intended audience.

Margaret Pott Hartwell is a strategist, coach, teacher, speaker, and writer. She adapted the concepts and created the content for the book and the deck of cards ( Her 20 years of experience chronicle a career of effective brand and business solutions at the intersection of creativity and business in both the U.S. and the U.K. Margaret holds her MBA in Sustainable Management from Presidio Graduate School, her BA from UC Berkeley, and an advanced coaching certification from the Institute of Transpersonal Psychology

Joshua C. Chen is principal and creative director of Chen Design Associates ( CDA works with clients who value a high level of design, who use the earth's resources responsibly, and who passionately create quality products and services that enhance people's lives. Josh and the CDA team have authored and designed three award-winning design books: Peace 100 Ideas (CDA Press, 2003), Fingerprint: The Art of Using Hand-made Elements in Design(HOW Books, 2006), and the newly released Fingerprint No. 2 (HOW Books, 2011).

SKU Z8586
Additional Feature 60 Unique Archetype Cards
Author/Speaker/Editor Margaret Pott Hartwell & Joshua C. Chen
File/Trim Size 9.75 x 10.75
Format Paperback
ISBN 13 9781440308185
Number Of Pages 128

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