Healthy Brand with Howie Chan EP. 22 Using the Power of Archetypes to Transform Organizations & Build Brands with Margaret Hartwell
May 28, 2023
Margaret Hartwell, a creative catalyst for organizations and author, shares her insights on using archetypes to transform brands and cultures. She explains the importance of moving beyond stereotypes to embrace the fluid nature of brand identities. Techniques for engaging workshops, including improv and storytelling, are discussed to foster team alignment. Hartwell emphasizes emotional authenticity and the significance of archetypes in shaping a brand’s narrative, urging organizations to recognize their core values for healthier branding.
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Archetypes as Universal Themes
- Archetypes are universal characters and themes recurring across culture and time that connect deeply with human experience.
- They serve as collective narrative tools that evoke emotional resonance in storytelling and branding.
Use Archetypes to Align Brand
- Use archetypes to realign creative output with brand strategy through an objective, universal story lens.
- Shift conversations from personal preferences to brand values for clearer, emotionally connected decision-making.
Limit to Three Archetypes
- Limit brand archetypes to three to balance breadth and clarity.
- Combine facets from companion archetypes to reflect a brand's multifaceted personality authentically.
