The hero and the outlaw : building extraordinary brands through the power of archetypes /
Margaret Mark and Carol S. Pearson.
- xii, 384 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Foreword -- Acknowledgments -- Primal Assets: A System for the Management of Meaning -- The First System--Ever--for the Management of Meaning -- Archetypes: The Heartbeat of Enduring Brands -- Postmodern Marketing -- The Yearning for Paradise: Innocent, Explorer, Sage -- The Innocent -- The Explorer -- The Sage -- Leaving a Thumbprint on the World: Hero, Outlaw, Magician -- The Hero -- The Outlaw -- The Magician -- No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester -- The Regular Guy/Gal -- The Lover -- The Jester -- Providing Structure to the World: Caregiver, Creator, Ruler -- The Caregiver -- The Creator -- The Ruler -- Finding True North: Positioning an Archetypal Brand -- The Artichoke: Uncovering the Archetypal Meaning of Your Brand -- Telling Your Brand Story -- The Case of the March of Dimes: Lessons in a Lobby -- Deeper Waters -- May the Force Be with You: Capturing Category Essence -- The Real McCoy: Branding and Organizational Congruence -- Leaving a Legacy: The Ethics of Archetypal Marketing -- Index. Part I. Chapter 1. Chapter 2. Chapter 3. Part II. Chapter 4. Chapter 5. Chapter 6. Part III. Chapter 7. Chapter 8. Chapter 9. Part IV. Chapter 10. Chapter 11. Chapter 12. Part V. Chapter 13. Chapter 14. Chapter 15. Part VI. Chapter 16. Chapter 17. Chapter 18. Part VII. Chapter 19. Chapter 20. Chapter 21.
"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:; ɭplement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand; ȡrness the power of the archetype to align corporate strategy to sustain competitive advantage"--Publisher description.
0071364153 9780071364157
2001274378
Product management Brand name products Branding (Marketing) Personality.