000			02974nam a2200253 i 4500
003			MIUC
005			20200220082757.0
008			170823s2001 nyua 001 | eng d
020			_a9780071364157
040			_aMIUC _beng _cMIUC
082	0		_a658.82
245	1	4	_aThe hero and the outlaw : _bbuilding extraordinary brands through the power of archetypes / _cMargaret Mark and Carol S. Pearson.
260			_aNew York : _bMcGraw-Hill, _cc2001.
300			_axii, 384 p. : _bill. b&w ; _c24 cm.
336			_2rdacontent _atext
504			_aIncludes bibliographical references and index.
505	0		_aPt. 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.
520			_aA 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.
650		0	_923 _aProduction management
650		0	_9234 _aBrand name products
650		0	_9707 _aBranding (Marketing)
700	1		_93182 _aPearson, Carol, _d1944-
942			_2ddc _cBK