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Archetypes in Branding: A Toolkit for Creatives and Strategists Hardcover-spiral – September 13, 2012


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Product Details

  • Hardcover-spiral: 158 pages
  • Publisher: HOW Books; Spi edition (September 13, 2012)
  • Language: English
  • ISBN-10: 1440308187
  • ISBN-13: 978-1440308185
  • Product Dimensions: 10.6 x 11.1 x 1.5 inches
  • Shipping Weight: 2.8 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #208,742 in Books (See Top 100 in Books)

Editorial Reviews

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.



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).


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Customer Reviews

Looking forward to using it as we develop our department's branding strategy.
Judy McMillan
This book guides you through conceptual thinking techniques, in the form of archetypes, to help better understand and unify brand expression.
J. cheung
In addition to the commonly used 12 archetypes, this fans each out into sub-archetypes which I find extremely helpful.
James A. Signorelli

Most Helpful Customer Reviews

11 of 11 people found the following review helpful By usgoldsilver on April 21, 2014
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.
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12 of 13 people found the following review helpful By gerdien dalmulder on October 31, 2012
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.
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7 of 7 people found the following review helpful By James A. Signorelli on November 9, 2012
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.
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3 of 3 people found the following review helpful By David H. Rosen on January 22, 2013
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.
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13 of 17 people found the following review helpful By Ely on January 13, 2013
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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3 of 3 people found the following review helpful By Penguin on June 10, 2013
Format: Hardcover-spiral Verified Purchase
this is a fantastic book for solid info on archetypes and the strategy behind each one as well as a guide with exercises to share w clients or internal training - fantastic!!!
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2 of 2 people found the following review helpful By Delmy Alvarenga on January 21, 2014
Format: Hardcover-spiral Verified Purchase
I read the review that suggested buying the physical book, the deck is truly useful and very transportable, so you can use it as a quick reference or play in a working sessions with clients, planners and creatives. I've been using archetypes for a while in my communication strategies, especially for the digital world, when a character is needed to communicate and build relations with consumers, and even though there are 12 archetypes, this extensive catalog provides different angles to the same archetype. The families are well constructed providing a lot of versatility and a lot of fun playtime.
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2 of 2 people found the following review helpful By liannecb on January 31, 2013
Format: Hardcover-spiral Verified Purchase
Margaret and Josh have written a very insightful and useful book for marketers involved in brand management. It extends the traditional archetypes and gives a practical hands-on approach to assist in brand decision making. I am impressed!
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