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Archetypes dn may2013

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Brand Manual
Brand Manual

How to use archetypes - according to Margaret Hartwell, author of "Archetypes"

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Archetypes (what I learned from Margaret Hartwell’s book presentation)
What is an archetype?
a role
your motivation
eternal truth
cross-cultural meaning
Brand is what people say about you when you've left the room
promise reputationdelivery
intuitive
human scale
shortcut to meaning
agenda > relation
NOT - stereotype - manipulation tool - unauthentic
12 basic archetypes
Caregiver
Citizen
Creator
Explorer
Hero
Innocent
Jester
Lover
Magician
Rebel
Sage
Sovereign
Archetype comes first
Use for
personal brand business culture mood board shorthand
values & mission alignment target audience brand personality integrity
Business idea USP Legal protection Brand platform Brand architecture Visual communication Marketing PR Product design Package design Quality management Patents Retail concept Experience Partners Sub-contractors Logistics Personnel Culture Competence Attitude brand
Caregiver Citizen Creator Explorer Hero Innocent Jester / Clown Lover Magician Rebel Sage Sovereign
Tänan!

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