The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
| Author | : | |
| Rating | : | 4.52 (679 Votes) |
| Asin | : | 0071364153 |
| Format Type | : | paperback |
| Number of Pages | : | 400 Pages |
| Publish Date | : | 2018-02-07 |
| Language | : | English |
DESCRIPTION:
Written by best-selling author Carol S. The book provides tools and strategies to: • Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand • Harness the power of the archetype to align corporate strategy to sustain competitive advantage. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. A brand’s meaninghow it resonates in the public heart and mindis a company’s most valuable competitive advantage. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes
Five Stars A great book for anyone interested Brand Strategy for any type of business. A must read!. Cathy said Understanding brand power through archetypes. For those marketers who have always had a secret predilection for using their intuition, who've harbored a belief in the hidden power of the right 'fit' in a message - The Hero and The Outlaw reads like a long, drawn-out ahhhhhhhh. Like scratching an itch. Like constant light bulbs going off in your brain, one after another. It drives to the central question behind all the 'buzz' about branding - in what exactly, and where exactly, resides the b. "This title provides innovative marketing concepts" according to A Customer. Margaret Mark and Carol S. Pearson have wrote a book combining archetypal, mythic figures with modern day marketing. There are many time-tested concepts behind the consumer products we buy and use everyday. At times, we may feel a connection to a product because it's association has been in our archetypal consciousness for many years.One criticism I have is the book gets into a little too much detail about specific projects and study methods. Th
They examine ways to determine which archetypal meaning is best for one's brand and provide a model for doing so. David RouseCopyright © American Library Association. Pearson's work is based on Jungian psychology, which holds that archetypes are forms or images of a collective nature, which occur not only as myths but also as individual products of the unconscious. Using examples from advertising and marketing and consumer, popular, and organizational culture, she and Mark show that successful brands draw on responses to such archetypes as the hero, outlaw, lover, sage, magician, creator, and innocent, and that these responses cross lifestyle and cultural boundaries. Mark is a consultant specializing in business strategy and brand management. From Booklist Pearson is the president of the Center f