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9780990615569

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You never knew about how powerful archetypes are until you read this book. If information is power, [then] archetypes are mighty. You just need to read this book to understand how to use that power. - Luis Fernando Vergara, Founder & Editor in Chief of Branders Magazine

Author Information

Joseph Szala has established himself as an expert in brand development, strategy, and design over the course of a notable career. From starting his own agency in 2003, to launching successful media channels covering branding, he has created a name in the world of branding and, specifically branding for restaurants. During his tenure as founder and president of his own agency, Joseph consulted directly with many clients across industries and scale. From this experience, his expertise in how to build brands, lead brand teams, and create visual expressions of brand strategies fueled his expertise and his voice on related topics.

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