Margaret Hartwell is the author and co-producer of "Archetypes in Branding: A Toolkit for Creatives and Strategists." She joins the Business of Story Podcast to reveal how implementing character archetypes will humanize brands.

The Business of Story is sponsored by ACT!, Sigstr, Emma, Convince & Convert, and Zignal Labs.

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In This Episode

Brand archetypes and personality archetypes based in Jungian psychology
Why archetyping is so important to business
How to use archetypes to understand where your brand gets authentically positioned in the marketplace
How business leaders can use archetypes to help set company vision and mission
The four primary archetypes

Resources

Visit http://bit.ly/BizofStory for more insights from your favorite storytellers.

14: James B. Stockdale - Good and Evil in Every Human Heart