The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
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 bestselling 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
1141667321
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
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 bestselling 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
41.99 In Stock
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

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$41.99 
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Overview

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 bestselling 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

Product Details

ISBN-13: 9798212344470
Publisher: McGraw Hill-Ascent
Publication date: 08/30/2022
Product dimensions: 5.30(w) x 7.50(h) x (d)

About the Author

Carol S. Pearson, a world-renowned expert on depth psychology and transformational leadership, is the author of numerous books, among them the bestselling The Hero Within, Awakening the Heroes Within, The Hero and the Outlaw, and Magic at Work.

Dr. Pearson previously was president of Pacifica Graduate Institute in Santa Barbara, California. She has been a senior administrator and professor at a number of higher education institutions, including the University of Colorado, the University of Maryland, Georgetown University, and Goucher College; a consultant for multinational corporations and government agencies; and a popular public speaker and workshop leader. Before going to Pacifica, she was executive director of the James MacGregor Burns Academy of Leadership at the University of Maryland, a professor in the UM School of Public Policy, and a member of the executive committee of the International Leadership Association. Earlier in her career, she was president of CASA (the Center for Archetypal Studies and Applications); president of Meristem, a nonprofit educational organization; and senior editor of The Inner Edge: A Resource for Enlightened Business Practice. She lives in Santa Barbara with her husband.


Margaret Mark is the president of Margaret Mark Strategic Insight, a marketing consulting firm specializing in a unique form of brand management based on a deep, even primal, understanding of how consumers and brands interact. A former executive vice president of Young & Rubicam, her clients include Cablevision/Madison Square Garden, Sesame Workshop, SAP America, Polo Ralph Lauren, and the March of Dimes.

Randye Kaye is an accomplished voice talent, actress, singer, broadcaster, and author. She received a Listen-Up Award nomination and starred reviews for Ben Behind His Voices, which she also wrote, bringing together the various facets of her career. She lives in Trumbull, Connecticut, where she voices everything from commercials to cartoons when the family remembers to be quiet.

Table of Contents

Forewordvii
Acknowledgmentsxi
Part IPrimal Assets: A System for the Management of Meaning1
Chapter 1The First System--Ever--for the Management of Meaning7
Chapter 2Archetypes: The Heartbeat of Enduring Brands19
Chapter 3Postmodern Marketing35
Part IIThe Yearning for Paradise: Innocent, Explorer, Sage49
Chapter 4The Innocent53
Chapter 5The Explorer71
Chapter 6The Sage88
Part IIILeaving a Thumbprint on the World: Hero, Outlaw, Magician101
Chapter 7The Hero105
Chapter 8The Outlaw123
Chapter 9The Magician140
Part IVNo Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester161
Chapter 10The Regular Guy/Gal165
Chapter 11The Lover178
Chapter 12The Jester196
Part VProviding Structure to the World: Caregiver, Creator, Ruler205
Chapter 13The Caregiver209
Chapter 14The Creator227
Chapter 15The Ruler244
Part VIFinding True North: Positioning an Archetypal Brand263
Chapter 16The Artichoke: Uncovering the Archetypal Meaning of Your Brand265
Chapter 17Telling Your Brand Story286
Chapter 18The Case of the March of Dimes: Lessons in a Lobby305
Part VIIDeeper Waters315
Chapter 19May the Force Be with You: Capturing Category Essence317
Chapter 20The Real McCoy: Branding and Organizational Congruence344
Chapter 21Leaving a Legacy: The Ethics of Archetypal Marketing357
Index377
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