Healthy Brand with Howie Chan
My name is Howie Chan, and my purpose is to build the healthiest brands on the planet using the power of strategy. This is the only podcast that is at the intersection of Branding and Health. This is where I interview interesting and inspiring people who have something important to teach us. Take the lessons, insights, and tools to accelerate your brands and your brand-building career.
Healthy Brand with Howie Chan
EP. 22 Using the Power of Archetypes to Transform Organizations & Build Brands with Margaret Hartwell
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Howie
Margaret Hartwell is a creative catalyst for organizations and author. She helps innovation teams, CEOs, and emerging leaders with transformation, culture, team development, and anytime their teams get stuck. We talked about what are archetypes and how do we leverage them when building brands.
Learn more about Margaret
https://www.archetypesinbranding.com/
Book
Lessons
- The definition and power of archetypes
- Evolution of archetypes is not just expected, but needed
- Stereotypes are reductive and archetypes are expansive
- Don’t use archetypes as personas – focus on the organization
- The pitfalls of brand archetype work: too meta, trying to be perfect, stuck in a style guide
- Techniques to warm up a group for an archetype workshop
- The critical litmus test for any engagement
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How I can Help You
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