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Archetypes in Branding: A Toolkit for Creatives and Strategists [Hardcover-spiral]

Margaret Hartwell and Joshua C. Chen
3.0 out of 5 stars  See all reviews (2 customer reviews)
Price: 34.99 & FREE Delivery in the UK. Details
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Book Description

30 Sep 2012

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.


Frequently Bought Together

Archetypes in Branding: A Toolkit for Creatives and Strategists + The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
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Product details

  • Hardcover-spiral: 128 pages
  • Publisher: How Design Books; Spi edition (30 Sep 2012)
  • Language: English
  • ISBN-10: 1440308187
  • ISBN-13: 978-1440308185
  • Product Dimensions: 26.9 x 28.2 x 3.8 cm
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 443,922 in Books (See Top 100 in Books)

More About the Authors

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Product Description

About the Author

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 (www.archetypesinbranding.com). 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.


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Practical advice, beautifully designed. 6 July 2013
Format:Hardcover-spiral|Verified Purchase
This is the first really practical book on archetypes applied to branding that I've read. Bought the printed version, (can't speak for the Kindle version), which is larger than I expected and extremely well designed. Comes with 60 archetype cards - which are really useful for workshops and general reference points.
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1 of 3 people found the following review helpful
Format:Kindle Edition|Verified Purchase
Quite simply, I saw this book last week in New York, I was going to use it for teaching on Brand Storytelling. I thought it was well conceived and had useful content that is applicable in the process of delivering a brand. However the toolkit as a printed work is great, as a digital piece in Kindle (I use a mac so iPad and Mac) is absolutely a waste of money, I cannot recommend it, you cannot read over half of the book as it is graphics which can not be increased and when increased are totally an utterly illegible.
Don't waste your money as I did. I buy on average over 2-3 books a week, and I rarely make a review but am compelled on this occasion as this should never happen.
As the authors are designers they should have checked their contract with Amazon before embarking on such bad design results.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.2 out of 5 stars  20 reviews
11 of 11 people found the following review helpful
2.0 out of 5 stars Ambiguous, shallow, largely impracticable 21 April 2014
By usgoldsilver - Published on Amazon.com
Format:Hardcover-spiral|Verified Purchase
First, I am a brand professional, and have studied and used archetypes for client branding over more than a decade, starting when I worked for Landor, the sister company of Y&R, which developed the idea of archetypes in branding many years ago. Having said that, I am always looking for refining or expanding my tool set or processes. In that, this book/ toolkit falls short.

Pros:
- Distills complex archetypal traits into bite-sized easily digestible conversation starters.

- The idea of cards as visual/ verbal tools is a useful concept.

- Easy to read.

- Appreciate attributing archetypes not only to (1) client brands that brand professionals must help brand position (emotional, personality, character, intangible), but also to (2) client audiences/ customers--in order to help bridge interactions between each side.

- Beyond the traditional proven 12 archetypes, the additional 48 spin-off sub-archetypes appear a useful concept in theory. Indeed, it loosely resembles the post-Jung archetype work of Dr. Carol S. Pearson. However...

Cons:

- The additional 48 archetypes appear more like stereotypes. Some additional archetypes are questionable in content, and do not appear to be proven or valid from a scientific/ psychological standpoint.

- Descriptions overlap across archetypes and newly introduced sub-archetypes, so that in practice the sub-archetypes render both the primary archetypes and sub-archetypes useless and ambiguous. The authors have have gone well beyond creative license with regard to the original Jungian archetypes--and seem to distort the later well-respected Pearson archetypes.

- The book offers no scientific or empirical way to qualify participant responses--nor does it offer any qualifying questions to ask participants that would divine any corresponding archetypal tendencies.

- The artwork on the cards is very disappointing. (a) Either highly biased/ interpretive, or simply arbitrary images; (b) Images are not very original or immediately recognizable. Rather each card appears to be a montage of existing/ rehashed artwork; (c) No distinctive universally recognized archetypal iconography that would trigger definitive responses; Astonishing, especially under the auspices of psychology and branding; Instead, just a crude blur of color, shapes, typography and photos; Feeling the visuals are not the result of any scientific creative exploration.

- The artwork on each card is labeled with the archetype name. Therefore, this is not an unbiased visual exercise as led to believe in the book. Rather, each card's archetype name on the visual side can lead the participant in a biased way beyond the visuals toward the archetype name itself. This renders any visual exercise practically useless.

- Missing what I feel is an important "Matriarch" archetype, that which is "systematic, controlled, organized". One of the first branding firms to pioneer brand archetypes from Jungian psychology, Young & Rubicam, included this archetype (example, Mastercard); Yet no equivalent archetype may be found in Margaret Hartwell's "Archetypes in Branding: A Toolkit for Creatives and Strategists". Granted, Pearson archetypes do not include this archetype either.

- The "toolkit" would have been much better organized in a ringed binder; The wire-bound book is absolutely worthless in terms of organizing, keeping notes, or running a workshop; Physically, this book is absurd as a toolkit.

- Where should we store the cards, once we meticulously one-by-one punch the cards out of the pages? A pouch or other convenient organizer to contain the cards would have been smarter.
12 of 13 people found the following review helpful
3.0 out of 5 stars don't buy the kindle version! 31 Oct 2012
By gerdien dalmulder - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
I was looking for a hands-on book on archetypes. The free sample looked promising so I spent over 20 dollars on the kindle version. Don't do it! Most part of the book consists o f (otherwise nicely done) archetypes cards, that are quite useless as a kindle file.

So if you want to get value for money you may have better luck with the paper edition.
7 of 7 people found the following review helpful
5.0 out of 5 stars WOW! 9 Nov 2012
By James A. Signorelli - Published on Amazon.com
Format:Hardcover-spiral|Verified Purchase
StoryBranding(TM) 2.0 (Second Edition) - Creating Stand-Out Brands Through the Purpose of StoryUnlike most books on archetypal analysis applied to marketing, this book drills deep. In addition to the commonly used 12 archetypes, this fans each out into sub-archetypes which I find extremely helpful. The book itself is beautifully designed, but it's far more than an art piece. For anyone looking for a way to think about their brand as a story, this book offers great insight and practical application. Highly recommend.
3 of 3 people found the following review helpful
4.0 out of 5 stars A Must-Have for Corporate Storytellers 22 Jan 2013
By David H. Rosen - Published on Amazon.com
Format:Hardcover-spiral
I 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.
13 of 17 people found the following review helpful
2.0 out of 5 stars Truly a disappointment 13 Jan 2013
By Ely - Published on Amazon.com
Format:Hardcover-spiral|Verified Purchase
Having read Jean Shinoda Bolen, Carol Pearson and Margaret Mark and the works of Carl Jung (all of which in fact the authors mention in the first chapter of the book as inspirational sources), I held high expectations in a book that promised to explore 60 archetypes. Unfortunately, it was truly a disappointment. The 60 archetypes explored by the authors lack depth and show a huge confusion between archetypes and stereotypes. The design of the card deck was also a disappointment. Coming from a design firm, I expected creative illustrations and actually discovered poorly designed collage work. It is unfortunate that an interesting and valuable tool in branding is discredited by poor contributions.
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