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Archetypes in Branding

by Joshua C. Chen Margaret Hartwell

Communication. Authenticity. Creativity. Tomorrow's brands will be defined by their interactions and relationships. Customers are demanding greater accountability 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. Archetypes in Branding: A Toolkit for Creatives and Strategists offers a practical tool for satisfying these needs. Using a highly participatory approach to brand development, and combined with a companion deck of sixty original archetype cards, this kit gives you the tools you need 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 C.G. Jung describes archetypes as "pieces of life itself-images that are integrally connected to the individual by the bridge of emotions." Applying archetypes helps bridge the gap between the cognitive and intuitive sides of the brain and between internal and external business objectives. Archetypes in Branding takes you through a fascinating exploration of the important role archetypes have played in mythology and psychology-and now in business-to resolve brand inconsistencies and enhance trust with all stakeholders.

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