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008 001204s2001 nyua b 001 0 eng d
010 _a 2001274378
011 _aBIB MATCHES WORLDCAT
020 _a0071364153
_qacid-free paper
020 _a9780071364157
_qacid-free paper
035 _a(OCoLC)46282855
040 _aORX
_beng
_erda
_cORX
_dDLC
_dUKM
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_dOCLCQ
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042 _alccopycat
050 0 0 _aHF5415.15
_b.M334 2001
082 0 0 _a658.827
_221
100 1 _aMark, Margaret,
_eauthor.
_91038640
245 1 4 _aThe hero and the outlaw :
_bbuilding extraordinary brands through the power of archetypes /
_cMargaret Mark and Carol S. Pearson.
264 1 _aNew York :
_bMcGraw-Hill,
_c[2001]
264 4 _c©2001
300 _axii, 384 pages :
_billustrations ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references and index.
505 0 0 _tForeword --
_tAcknowledgments --
_gPart I.
_tPrimal Assets: A System for the Management of Meaning --
_gChapter 1.
_tThe First System--Ever--for the Management of Meaning --
_gChapter 2.
_tArchetypes: The Heartbeat of Enduring Brands --
_gChapter 3.
_tPostmodern Marketing --
_gPart II.
_tThe Yearning for Paradise: Innocent, Explorer, Sage --
_gChapter 4.
_tThe Innocent --
_gChapter 5.
_tThe Explorer --
_gChapter 6.
_tThe Sage --
_gPart III.
_tLeaving a Thumbprint on the World: Hero, Outlaw, Magician --
_gChapter 7.
_tThe Hero --
_gChapter 8.
_tThe Outlaw --
_gChapter 9.
_tThe Magician --
_gPart IV.
_tNo Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester --
_gChapter 10.
_tThe Regular Guy/Gal --
_gChapter 11.
_tThe Lover --
_gChapter 12.
_tThe Jester --
_gPart V.
_tProviding Structure to the World: Caregiver, Creator, Ruler --
_gChapter 13.
_tThe Caregiver --
_gChapter 14.
_tThe Creator --
_gChapter 15.
_tThe Ruler --
_gPart VI.
_tFinding True North: Positioning an Archetypal Brand --
_gChapter 16.
_tThe Artichoke: Uncovering the Archetypal Meaning of Your Brand --
_gChapter 17.
_tTelling Your Brand Story --
_gChapter 18.
_tThe Case of the March of Dimes: Lessons in a Lobby --
_gPart VII.
_tDeeper Waters --
_gChapter 19.
_tMay the Force Be with You: Capturing Category Essence --
_gChapter 20.
_tThe Real McCoy: Branding and Organizational Congruence --
_gChapter 21.
_tLeaving a Legacy: The Ethics of Archetypal Marketing --
_tIndex.
520 _a"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.
588 _aMachine converted from AACR2 source record.
650 0 _aProduct management
_9322791
650 0 _aBrand name products
_9314783
650 0 _aBranding (Marketing)
_9332183
650 0 _aPersonality.
_9322104
700 1 _aPearson, Carol,
_d1944-
_eauthor.
_9231324
856 4 2 _3Contributor biographical information
_uhttp://catdir.loc.gov/catdir/bios/mh041/2001274378.html
907 _a.b10558822
_b10-06-19
_c27-10-15
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