_*Archetypes in Branding: A Toolkit for Creatives and Strategists*_ by Margaret Pott Hartwell and Joshua C. Chenwith Chen Design Associates This toolkit offers a highly participatory approach to brand development. A deck of sixty custom-designed and illustrated archetype cards are at the core of this kit, giving you a hands-on, practical tool to: > Reveal your brand's motivations, how it moves in the world, what its trigger points are and why it attracts certain customers.> Forge relationships with the myriad stakeholders that affect your business.> Empower your team to access their creativity and innovate with integrity.> Readers will use this tool over and over again to inform and enliven brand strategy, and to create resonant and authentic communications. _Communication Arts'_ review says "this is no dry reference tome. _Archetypes in Branding_ is a beautifully designed, lavishly illustrated, sumptuously-produced workbook."HOW Books, publisher158 pages hardcover/spiral, 11.7" x 11"