If you remember how I excited I was when I found a book that profiled 16 archetypes, you can imagine my reaction when I saw one that does it for 60! Even better, this beautiful beast, Archetypes in Branding: A Toolkit for Creatives and Strategists, is written not for screenwriters, but for marketers. It has 60 baseball card-style cards — one for each archetype — that let you literally sift through to find the right match for the company or executive you're branding.
This is how I looked to the guy at the cash register.
In addition to all of these profiles, authors Margaret Hartwell and Joshua Chen load up the introduction with the best collection of definitions of archetypes I've seen. (My favorite is from Jon Howard-Spink: "A universally familiar character or situation that transcends time, place, culture, gender and age. It represents an eternal truth.") There are also sections on the differences between stereotypes and archetypes, the application of archetypes in an ethical manner and how they can be applied to a brand to express its disparate components as one narrative.
All of these elements make this "kit" a must-have for corporate storytellers. My one question for the Hartwell and Chen: when can we get the archetype cards in app format? It would be great to have the "cards" as something that could be flipped through on a mobile, with living comments below where people could discuss them Reddit-style.