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"A project born out of the brand workshops that we run with new clients, Archetypes in Branding is helps creatives and strategists bridge the gaps of understanding between themselves and their audiences. The toolkit centers around a deck of 60 cards, each representing aspects of the shared human experience. The deck is augmented with over 120 pages of descriptions, instructions, examples and case studies. The toolkit will be available from HOW Books in Fall 2012."
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