Strategic Brand Development
While many people have some familiarity with archetypes, most are still unsure or unaware of the power archetypes play in decision making, motivation, relationships and, by extension, in branding. In this course, Margaret Hartwell, author of Archetypes in Branding: A Toolkit for Creatives and Strategists, demystifies the concept of archetypes and offers a hands-on approach to adding archetypes to your strategic and creative toolkit.
The course offers a structured deep dive that immerses the student in the world of archetypes in order to create confidence to apply the tool to real-world situations. This course demystifies the concept of archetypes in strategy, communication and design initiatives, discusses real-world examples, and explores the powerful and practical role that archetypes can play in creating and managing an integrated and genuine brand.
- Understand the basic foundation of archetypes: what they are and what they are not
- Learn about the twelve fundamental archetypes and their families
- Practice how to identify and analyze archetypes