Creating brand meaning : how to use brand vision archetypes / Dr Peter Steidl.

Includes bibliographical references (pages 166-168).

Introduction -- Part I. Creating Brand Meaning : -- 1. What are archetypes? -- 2. Brand vision archetypes: archetypes as a strategic tool -- 3. Inventory of brand vision archetypes -- 4. The shadow, default and secondary archetypes -- 5. Brand portfolio strategies -- 6. Touchpoint engineering: Bring archetypes alive -- 7. The importance of being on-code -- 8. Sending the right signals -- 9. When to change your brand vision archetype -- 10. Brand vision archetypes, chakras and Maslow's hierarchy of needs -- 11. Case example -- 12. Summary of key points -- Part II. Working with Brand Vision Archetypes : -- Brand vision archetype cards.

"This book introduces you to brand vision archetype or, if you are already a convert, allows you to confirm and extend your current practice. It has been written for practitioners and includes all the essential insights and understanding required to apply brand vision archetypes properly, honed in a multitude of assignments carried out by the author over many years. It presents detailed guidelines for conducting brand vision archetype and touchpoint engineering workshops. It also presents the archetype collection - 28 archetype cards with all the details you need to select the right brand vision archetype for your brand."--Publisher description.