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Cultivating creative courage at the heart of business

Margaret Hartwell


Margaret began her career in advertising as a designer. Her experience spans 20 years developing purpose-driven brands and design-led businesses around the globe. Her industry experience includes technology, travel, social and environmental advocacy, fitness, wellness and well-being, entertainment and the arts, leadership development, automotive, telecommunications, and packaged goods. Margaret is the author of Archetypes in Branding: A Toolkit for Creatives and Strategists.

A Silicon Valley native, Margaret earned her BA from UC Berkeley, an advanced coaching certification from the Institute of Transpersonal Psychology in Palo Alto, and her MBA in Sustainable Management from Presidio Graduate School in San Francisco.


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Archetypes in Branding

Archetypes in Branding: A Toolkit for Creatives and Strategists offers a highly participatory approach to brand development. Combined with a companion deck of sixty original archetype cards, this kit will give you a practical tool to: Reveal your brand’s motivations, 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.



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