Margaret Hartwell

Margaret Hartwell, author and co-producer of "Archetypes in Branding: A Toolkit for Creatives and Strategists," discusses the transformative power of character archetypes in branding. She highlights how brands like McDonald's use archetypes to forge emotional connections with consumers. The conversation also delves into four key archetypes that shape brand identity, the impact of storytelling on consumer trust, and the evolving role of millennials in shaping modern marketing. Hartwell reveals how a human-centered approach can make brands more relatable and engaging.

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.

Margaret Hartwell, an innovation and strategy consultant, shares her rich journey from art-focused childhood to branding expert. She discusses the power of archetypes in simplifying complex branding concepts and fostering authentic connections between brands and their audiences. Hartwell emphasizes creativity and vulnerability as vital in nurturing innovation. She also highlights the adaptation of these archetypes in virtual settings and their potential as catalysts for social change, inviting listeners to embrace curiosity and deeper engagement in branding.