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Wednesday, October 10 • 1:00pm - 2:00pm
Are You a Lover or a Fighter? Find Your North Star for Brand Storytelling

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Is your brand more about community and belonging, or autonomy and independence? Does it promise stability or change? Is it a Hero, an Explorer, a Ruler, or a Rebel? Focusing your brand around one clear archetype is a powerful tool for connecting with your audience, standing out from your competition, and accelerating creative expression.

This fast-paced, participatory session will introduce 12 archetypes for deeply resonant storytelling and explore how they apply to brands, from articulating a clear purpose and establishing brand personality to shaping messaging, imagery, products, and company culture. The archetype model applies to all kinds of brands—consumer, B2B, non-profits, and personal brands.

We’ll take a look at real examples from the Seattle startup scene, and we’ll work through exercises right in the room to help you find your north star, whether you’re building a new brand, refocusing a messy one, or ready for some fresh inspiration.  

avatar for Catherine Carr

Catherine Carr

Founder, Vitamin C Creative
Catherine Carr has 20+ years of leadership-level experience in branding, marketing, and product development at Microsoft, Cranium, and Haiku Deck. As Cranium’s Keeper of the Flame, she led brand expression and global content development. Following Cranium’s acquisition by Hasbro... Read More →

Wednesday October 10, 2018 1:00pm - 2:00pm PDT
Galvanize - The Square 111 S Jackson St. Seattle WA 98104