Archetypes in Branding: A Toolkit for Creatives and Strategists Hardcover-spiral September 13, 2012

The "Archetypes in Branding: A Toolkit for Creatives and Strategists" has received positive reviews from users, particularly those working in brand strategy and Consulting. One reviewer mentioned that the toolkit provides over 60 cards, allowing for a nuanced understanding of different archetypes and helping to determine a brand's unique combination. They appreciated the setup and explanation of how to sort the cards and found it impactful for their Consulting business. Another user highlighted that the book and cards are easy to use, travel-friendly, and invite curiosity and conversation, making it a valuable resource in their branding arsenal. On the downside, some users found the large number of cards overwhelming, especially if they were not already familiar with archetypes. Additionally, the spiral binding of the book was noted to be prone to falling apart when fully opened, which some found to be a small nuisance. Overall, the toolkit is praised for its visually impactful and tactile method of narrowing down options, as well as for providing new insights into archetype families. It is also noted to be reasonably priced, making it a valuable asset for branding. However, the sheer number of cards and the initial learning curve may be a challenge for some users.