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Interested in reading more about archetypes and their application to branding strategy? Here goes a list of the essential titles about the subject. Enjoy!
The Hero and The Outlaw – Margaret Mark and Carol S. Pearson: this is the “bible” of archetype branding and the first title that brought the subject up in a practical way. Margaret comes from the advertising world and Carol is a Jungian psychologist. A winning combination. Carol has other books about archetypes, focused on personal development. Read about them on her website
Bulding Brands & Believers – Kent Wertime: the author also has a background in advertising, mainly at Ogilvy & Mather group. The book follows the same Jungian principles proposed by Mark & Pearson and focus on applying them to the ‘Image Economy’ world we live in.
Archetypes in Brading, A Toolkit for Creatives and Strategists – Margaret Hartwell and Joshua C. Chen: this one offers interactive tools, as decks of cards to be used in workshops. The practical approach and the visuals help turning theory into reality.
Creating Brand Meaning: How to Use Brand Vision Archetypes – Peter Steidl: divided in 2 volumes, the books encompass the practice of archetype branding, from concept to workshops. The second book comes of a card collection, comprising the 28 symbols proposed by the author.