Robert Sjoborg, Director of the Brand Academy at Orkla is a long term client and friend of The Value Engineers. He has collaborated with Mats Persson, another friend and occasional associate of ours (and MD of The Core Company), to write a new book entitled “Archetypes & Brands”. This has recently been published in Sweden, and now an English translation is available too.

It’s a good summary of the case for using archetypes in defining and developing brand personalities. One of its real strengths however is that so many of the case histories are based on Nordic brands which makes it a really fresh and interesting read.

The book has the ISBN number of 978-91-633-0725-6.  Unfortuantely it’s not available for sale through bookshops in the UK or on-line but copies may be bought directly from The Core Company. Contact: ann.dynehall@thecorecompany.se

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