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The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
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About The Hero And The Outlaw: Building Extraordinary
Product Description A brand’s meaning―how it resonates in the public heart and mind―is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. 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. 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 From Booklist Pearson is the president of the Center for Archetypal Studies and Applications and the author of The Hero Within: Six Archetypes We Live By (1998) and a coauthor of Magic at Work: Camelot, Creative Leadership, and Everyday Miracles (1995). Mark is a consultant specializing in business strategy and brand management. 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. They examine ways to determine which archetypal meaning is best for one's brand and provide a model for doing so. David Rouse Copyright © American Library Association. All rights reserved Review Using examples from advertising and marketing and consumer, popular, and organizational culture, Pearson 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. From the Publisher Margaret Mark is the president of Margaret Mark Strategic Insight, a marketing consulting firm specializing in a unique form of brand management based on a deep, even primal, understanding of how consumers and brands interact. A former Executive Vice President of Young & Rubicam, her recent clients include Cablevision/Madison Square Garden, Sesame Workshop, SAP America, Polo Ralph Lauren, and the March of Dimes. Carol S. Pearson, Ph.D., is President of CASA, the Center for Archetypal Studies and Applications, a management consultant offering integrated branding/organizational developments services, and the best-selling author of The Hero Within: Six Archetypes We Live By, Awakening the Heroes Within: 12 Archetypes to Help Us Find Ourselves and Transform Our World, Magic at Work, and the Pearsons-Marr Archetype Indicator (PMAI). Pearson and Mark apply the concepts described in this book both individually and in partnership. For further information, contact [email protected]. From the Back Cover A System of Meaning Management The first-ever systematic approach to successful brand meaning "This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as "archetypes", and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here, which, if understood correctly, can bring a rare vitality to a brand or a corporation."From the Foreward by Alex Krollformer Creative Director,CEO and Chairman of Young & Rubicam Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and used and admired by consumers the world over
