Archetypes in Branding

A Toolkit for Creatives and Strategists

“This is no dry reference tome. Archetypes in Branding is a beautifully designed, lavishly illustrated, sumptuously-produced workbook.” — Communication Arts book review

Archetypes in Branding: A Toolkit for Creatives and Strategists offers a highly participatory approach to brand development. A deck of 60 custom-designed and illustrated archetype cards are at the core of this kit, providing a hands-on, practical tool to:

  • Reveal the 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 the business or organization.
  • Empower your team to access their creativity and innovate with integrity.

Use this tool recurrently to inform and enliven any brand strategy, and to create communications that resonate with target audiences and are authentic to the organization.

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