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Archetypes dn may2013

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

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

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Archetypes dn may2013 Archetypes dn may2013 Presentation Transcript

  • Archetypes(what I learned fromMargaret Hartwell’sbook presentation)
  • What isan archetype?
  • a role
  • your motivation
  • eternal truth
  • cross-cultural meaning
  • Brand is what people sayabout you when youveleft the room
  • promisereputationdelivery
  • 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 brandbusiness culturemood boardshorthand
  • values & mission alignmenttarget audiencebrand personalityintegrity
  • Business ideaUSPLegal protectionBrand platformBrand architectureVisualcommunicationMarketingPRProduct designPackage designQuality managementPatentsRetail conceptExperiencePartnersSub-contractorsLogisticsPersonnelCultureCompetenceAttitudebrand
  • Caregiver CitizenCreator ExplorerHero InnocentJester / Clown LoverMagician RebelSage Sovereign
  • Tänan!