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

Archetypesinbranding.com
Margaret's Archetype Cards
“Archetypes in Branding: A Toolkit for Creatives and Strategists,” by Margaret Hartwell
"The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes,” by Margaret Mark and Carol Pearson
Chipotle's "The Scarecrow"
Apple's 1984 Spot
Carl Jung
Jean Shinoda Bolen
James Hillman
“Women Who Run With the Wolves," by Clarissa Pinkola Estés
"Sacred Contracts," by Caroline Myss
"The Book of Symbols," by Taschen
"The Neurobiology of the Gods," by Erik D. Goodwyn
Livework Coaching
"Building Trust Through Story," with Dr. Paul Zak

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

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