ART 418 · Session 21 of 28 · Part II · Brand as Foundation

ART 418 21: Design for Meaning: Storytelling, Mythology, and Meaning

Monday, November 9

A deeper look at story: Joseph Campbell, archetypes, mythology, and how meaning gets made. Lecture first, then discussion. You met the archetype argument before the midterm; today you read your own brand through it.

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The reading

  1. The brief
  2. The Brand Gapthe first two disciplines, Differentiate and Collaborate; illustrated and fast, 14 pp. of text
  3. The Hero with a Thousand Facesfrom the Prologue, The Monomyth: the hero's journey in brief, 12 pp.
  4. The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypesthe opening of chapter 16, The Artichoke: uncovering the archetypal meaning of your brand, pp. 265-274

A deeper look at story: Joseph Campbell, archetypes, mythology, and how meaning gets made. Lecture first, then discussion. You met the archetype argument before the midterm; today you read your own brand through it.

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