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How to use archetypes - according to Margaret Hartwell, author of "Archetypes"
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Archetypes dn may2013
1.
Archetypes (what I learned
from Margaret Hartwell’s book presentation)
2.
What is an archetype?
3.
a role
4.
your motivation
5.
eternal truth
6.
cross-cultural meaning
7.
Brand is what
people say about you when you've left the room
8.
promise reputationdelivery
9.
intuitive
10.
human scale
11.
shortcut to meaning
12.
agenda > relation
13.
NOT - stereotype - manipulation
tool - unauthentic
14.
12 basic archetypes
15.
Caregiver
16.
Citizen
17.
Creator
18.
Explorer
19.
Hero
20.
Innocent
21.
Jester
22.
Lover
23.
Magician
24.
Rebel
25.
Sage
26.
Sovereign
27.
Archetype comes first
28.
Use for
29.
personal brand business culture mood
board shorthand
30.
values & mission
alignment target audience brand personality integrity
31.
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
32.
Caregiver Citizen Creator Explorer Hero
Innocent Jester / Clown Lover Magician Rebel Sage Sovereign
33.
Tänan!