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/