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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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Archetypes dn may2013