The Hero and the Outlaw: Building Extraordinary Brands Through the Power of ArchetypesA 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 |
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Contenido
| 1 | |
The Yearning for Paradise Innocent Explorer Sage | 49 |
Leaving a Thumbprint on the World Hero Outlaw Magician | 101 |
No Man or Woman Is an Island Regular GuyGal Lover Jester | 161 |
Providing Structure to the World Caregiver Creator Ruler | 205 |
Finding True North Positioning an Archetypal Brand | 263 |
Deeper Waters | 315 |
Index | 377 |
Otras ediciones - Ver todas
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of ... Margaret Mark,Carol S. Pearson Vista de fragmentos - 2001 |
Términos y frases comunes
advertising American appeal archetype associated beautiful become begin brand brand identity called campaign Caregiver communication connect consumers course create creative Creator culture customers decisions deep desire effective employees example expect experience Explorer express fact feel Figure force give Hero human ideas identify identity important individual Innocent Jester keep kids kind lives look Lover Magician March marketing meaning mother motivated natural offer organization Outlaw parents patterns person picture play positive possible promise reads recognize Regular responsibility result role Ruler running Sage says sell sense shows simply society spiritual story strong structure success tell things true understand values woman women young
Información bibliográfica
| Título | The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes |
| Autores | Margaret Mark, Carol S. Pearson |
| Edición | ilustrada |
| Editor | McGraw Hill Professional, 2001 |
| ISBN | 007138118X, 9780071381185 |
| Largo | 384 páginas |
| Exportar cita | BiBTeX EndNote RefMan |