Instructions: Post 1
Initial Post (80%) – DUE WEDNESDAY
1. Select an existing entertainment brand and complete the online assessments to discover its main archetype. Review its corporate culture, marketing, and its overall online presence prior to taking the online assessments.
2. Provide 2 brand story examples that connect its brand with the archetype you selected. Discuss its archetype from the online resources and its main qualities
Review the 12 Archetype Resources:
Allegory Studios: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
Take the Online Assessment #1: Allegory Studios
Take the Online Assessment #2: Kaye Putnam’s Brandality Quiz: http://kayeputnam.com/brandality-quiz/
Additional Story Resources
C.C. Chapman, Business Storytelling with C.C. Chapman, Lynda.com https://www.lynda.com/Business-Skills-tutorials/Business-Storytelling-CC-Chapman/148760-2.html
The Brand Gap, Chapter 2: Collaborate and Chapter 5: Cultivate
The 12 Archetypes: http://joannapenabickley.typepad.com/on/2007/06/on_the_12_arche.html
Using Archetypes to Build Stronger Brands
http://www.livingbrands.co.uk/Assests/Articles/Brand%20Archetyping%20(Admap%20article%201).pdf
Archetypes and Brands
http://thebrandbuilder.blogspot.com/2008/02/archetypes-and-brands.html
Branding 101: 12 Brand Archetypes
http://marketingideas101.com/marketing-articles/branding-101-12-brand-archetypes/
