Why Archetypes in Branding?

Today’s brands are increasingly defined by their interactions and relationships. Customers are demanding greater accountability and integrity from businesses. Workers are craving a deeper sense of meaning from their careers. And companies are continually seeking ways to achieve more powerful and resonant brand engagements. Applying the phenomena of archetypal wisdom facilitates a more authentic, holistic and human way of being in business.

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  • C.G. Jung
  • Slide5
  • spink
  • Jung

Benefits of an archetypal approach

Increases real asset valuation
65%
Attracts and retains stakeholders
55%
Guides brand culture strategy
100%
Embeds unique brand identity
85%
Aligns brand and culture
70%
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, 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. HOW Powells Amazon Indie Bound Barnesandnoble Image Map

Strategic Brand Development

Offered by HOW-University. Workshop Length: 4 weeks Asynchronous learning via Blackboard-take at your own pace. Tuition: $99 Come play and hone your archetypal skill so you can apply this age-old concept to your storytelling. While many people have some familiarity with archetypes, most are still unsure or unaware of the power archetypes play in decision-making, motivation, relationships and, by extension, in branding. In this course, Margaret Hartwell, demystifies the concept of archetypes by immersing the student in a deep dive exploration that offers a hands-on approach to confidently apply the tool to real-world situations.

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Companion Archetype Cards

Perfect for workshops. 60 companion archetype cards to the book, Archetypes in Branding: A Toolkit for Creatives and Strategists. 300 gsm. Buy now

5.0 out of 5 stars: Amazing deck of cards

I love these cards. You can really get a sense of your own strengths, weaknesses and character using these. They are very helpful when deciding what path to take. -LS Ventures, October 27, 2017

Takes Archetypes to the Next Level

"I can't tell you how many times I have been in a client meeting where we've discussed archetypes for brands and the standard list still seems somewhat limiting. Once you identify which archetype your brand is, it naturally begs the question: "Ok, but what type of Jester/Hero/Sage/etc. are we?" This book really helps to further bring your archetype to a richer, more defined space." -Admancon May 15, 2014

Branding toolkits brought to life

"Fantastic insight into archetypes that can be overlaid against other psychological models to deliver a toolkit for branding second to none. It combines acuity with practical implementation advice and tactile tools for easy application of strategy." -Veronica Mayneon May 12, 2014