Book description
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.
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.
Joshua C. Chen is principal and creative director of Chen
Design Associates (www. chendesign. com). 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).
