I have personally used this workbook so many times I’ve lost count. It’s an incredibly awesome text that outlines what archetypes are, how to use them in branding, then leaves you with a fantastic set of cards designed by Chen Design.
Despite the book being relatively older, it still holds strong as a valuable asset in brand strategy development. Archetypes are age old behavioral phenomenon so it makes sense this toolkit would be just as timeless.
I suggest this book to anyone looking to dive deeper into how brands motivate behavior, and how to use archetypes to drive branding for restaurants, beverages, and hospitality companies.