Archetypes dn may2013

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

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Archetypes dn may2013

  1. 1. Archetypes(what I learned fromMargaret Hartwell’sbook presentation)
  2. 2. What isan archetype?
  3. 3. a role
  4. 4. your motivation
  5. 5. eternal truth
  6. 6. cross-cultural meaning
  7. 7. Brand is what people sayabout you when youveleft the room
  8. 8. promisereputationdelivery
  9. 9. intuitive
  10. 10. human scale
  11. 11. shortcut to meaning
  12. 12. agenda > relation
  13. 13. NOT- stereotype- manipulation tool- unauthentic
  14. 14. 12 basic archetypes
  15. 15. Caregiver
  16. 16. Citizen
  17. 17. Creator
  18. 18. Explorer
  19. 19. Hero
  20. 20. Innocent
  21. 21. Jester
  22. 22. Lover
  23. 23. Magician
  24. 24. Rebel
  25. 25. Sage
  26. 26. Sovereign
  27. 27. Archetype comes first
  28. 28. Use for
  29. 29. personal brandbusiness culturemood boardshorthand
  30. 30. values & mission alignmenttarget audiencebrand personalityintegrity
  31. 31. Business ideaUSPLegal protectionBrand platformBrand architectureVisualcommunicationMarketingPRProduct designPackage designQuality managementPatentsRetail conceptExperiencePartnersSub-contractorsLogisticsPersonnelCultureCompetenceAttitudebrand
  32. 32. Caregiver CitizenCreator ExplorerHero InnocentJester / Clown LoverMagician RebelSage Sovereign
  33. 33. Tänan!

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