The hero and the outlaw : building extraordinary brands through the power of archetypes / Margaret Mark and Carol S. Pearson.

Contributor(s):

Pearson, Carol, 1944-

Material type:

TextPublication details: New York : McGraw-Hill, c2001.Description: xii, 384 p. : ill. b&w ; 24 cmContent type:

text

ISBN:

9780071364157

Subject(s):

DDC classification:

658.82

Contents:

Pt. 1. Primal Assets: A System for the Management of Meaning -- Ch. 1. The First System-Ever-for the Management of Meaning -- Ch. 2. Archetypes: The Heartbeat of Enduring Brands -- Ch. 3. Postmodern Marketing -- Pt. 2. The Yearning for Paradise: Innocent, Explorer, Sage -- Ch. 4. The Innocent -- Ch. 5. The Explorer -- Ch. 6. The Sage -- Pt. 3. Leaving a Thumbprint on the World: Hero, Outlaw, Magician -- Ch. 7. The Hero -- Ch. 8. The Outlaw -- Ch. 9. The Magician -- Pt. 4. No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester -- Ch. 10. The Regular Guy/Gal -- Ch. 11. The Lover -- Ch. 12. The Jester -- Pt. 5. Providing Structure to the World: Caregiver, Creator, Ruler -- Ch. 13. The Caregiver -- Ch. 14. The Creator -- Ch. 15. The Ruler -- Pt. 6. Finding True North: Positioning an Archetypal Brand -- Ch. 16. The Artichocke: Uncovering the Archetypal Meaning of Your Brand -- Ch. 17. Telling Your Brand Story -- Ch. 18. The Case of the March of Dimes. Part VII: Deeper Waters -- Ch. 19. May the Force Be With You: Capturing Category Essence -- Ch. 20. The Real McCoy: Branding and Organizational Congruence -- Ch. 21. Leaving a Legacy: The Ethics of Archetypal Marketing.

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.82 MAR her (Browse shelf(Opens below))	Available	11778

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Includes bibliographical references and index.

Pt. 1. Primal Assets: A System for the Management of Meaning --
Ch. 1. The First System-Ever-for the Management of Meaning --
Ch. 2. Archetypes: The Heartbeat of Enduring Brands --
Ch. 3. Postmodern Marketing --
Pt. 2. The Yearning for Paradise: Innocent, Explorer, Sage --
Ch. 4. The Innocent --
Ch. 5. The Explorer --
Ch. 6. The Sage --
Pt. 3. Leaving a Thumbprint on the World: Hero, Outlaw, Magician --
Ch. 7. The Hero --
Ch. 8. The Outlaw --
Ch. 9. The Magician --
Pt. 4. No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester --
Ch. 10. The Regular Guy/Gal --
Ch. 11. The Lover --
Ch. 12. The Jester --
Pt. 5. Providing Structure to the World: Caregiver, Creator, Ruler --
Ch. 13. The Caregiver --
Ch. 14. The Creator --
Ch. 15. The Ruler --
Pt. 6. Finding True North: Positioning an Archetypal Brand --
Ch. 16. The Artichocke: Uncovering the Archetypal Meaning of Your Brand --
Ch. 17. Telling Your Brand Story --
Ch. 18. The Case of the March of Dimes. Part VII: Deeper Waters --
Ch. 19. May the Force Be With You: Capturing Category Essence --
Ch. 20. The Real McCoy: Branding and Organizational Congruence --
Ch. 21. Leaving a Legacy: The Ethics of Archetypal Marketing.

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.

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