Ebook Download Archetypes in Branding: A Toolkit for Creatives and Strategists, by Margaret Hartwell, Joshua C. Chen
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Archetypes in Branding: A Toolkit for Creatives and Strategists, by Margaret Hartwell, Joshua C. Chen
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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.
- Sales Rank: #62233 in Books
- Brand: HOW Design
- Published on: 2012-09-13
- Original language: English
- Number of items: 1
- Dimensions: 10.75" h x 1.50" w x 9.75" l, 3.00 pounds
- Binding: Hardcover-spiral
- 158 pages
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).
Most helpful customer reviews
31 of 33 people found the following review helpful.
Ambiguous, shallow, largely impracticable
By And go...
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.
18 of 19 people found the following review helpful.
don't buy the kindle version!
By gerdien dalmulder
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.
9 of 9 people found the following review helpful.
WOW!
By James A. Signorelli
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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