Strategic Brand Development

Adding Archetypes to Your Creative & Strategic Toolkit.

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.


Margaret HartwellMargaret Hartwell is a strategy consultant, coach, educator and writer. Her 20 years of experience chronicle a career of effective brand and business solutions at the intersection of creativity and business. Margaret has headed up strategic initiatives in both the U.S. and the U.K. Her work has spanned analysis and research, organizational development, marketing, social media and entrepreneurship in multiple sectors from automotive, telecommunications, entertainment and consumer packaged goods, and travel to education, wellness, food, the arts, and environmental and social advocacy.

“In an age in which many people crave a deeper sense of connection to their work and want business to demonstrate greater integrity and accountability, the creative and mindful attention to archetypes can facilitate a more authentic, holistic and human way of being in business.”– Margaret Hartwell

Adding Archetypes to Your Creative and Strategic Toolkit

Workshop Length:

4 weeks

Tuition:

$129 ($116 for VIP)

Required Materials:

Archetypes in Branding: A Toolkit for Creatives and Strategists by Margaret Hartwell and Josh Chen. (eBook is included with this course!)

Start Date:

View Workshop Schedule

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Objectives:

  • 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
Who Should Take This Course:
  • Anyone who would like to add archetypes to their strategic and/or creative toolkit: including in-house and agency creatives and strategists: designers, art and creative directors, writers, planners, managers

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Outline:

LESSON 1: Introduction and Archetypal Foundation
  • Video: Introduction to
    the course
  • Reading: Foreword and
    chapters 1 through 3 from Archetypes in
    Branding: A Toolkit for Creatives and Strategists
  • Quiz
LESSON 2: Archetypes in Play
  • Video: Examples and discussion from Archetypes in
    Branding: A Toolkit for Creatives and Strategists
  • Quiz
  • Assignment
LESSON 3: Twelve Families // Sixty Archetypes
  • Reading: Chapter 5 from Archetypes in Branding: A Toolkit for Creatives and Strategists
  • Quiz
  • Assignment
LESSON 4: Archetypal Identification and Analysis
  • Reading: Chapters 6 and 7 from Archetypes in Branding: A Toolkit for Creatives and Strategists
  • Final assignment