Margaret Hartwell: Archetypes in Branding: A Toolkit for Creatives and Strategists

Archetypes in Branding: A Toolkit for Creatives and Strategists
HOW Books, 2012
Hardcover, 158 pages, $45

Margaret Hartwell (MBA in Design Strategy faculty) and Joshua C. Chen coauthored this book, which offers a highly participatory approach to brand development. Combined with a companion deck of 60 original archetype cards, this kit is 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; and empower your team to access their creativity and innovate with integrity.

Readers can use this tool again and again to inform and enliven brand strategy, and to create resonant and authentic communications.

For more information visit archetypesinbranding.com.