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 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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The Yearning for Paradise Innocent Explorer Sage
Leaving a Thumbprint on the World Hero Outlaw Magician
No Man or Woman Is an Island Regular GuyGal Lover Jester
Providing Structure to the World Caregiver Creator Ruler
Finding True North Positioning an Archetypal Brand
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The Hero and the Outlaw: Building Extraordinary Brands Through the Power of ...
Margaret Mark,Carol Pearson
Zobrazení fragmentů - 2001
advertising American appeal archetypal brands archetypal identity archetypal meaning associated baby beautiful become behavior brand identity called Calvin Klein campaign Caregiver category essence chetype commercial company’s consciousness consumers course create creative Creator customers desire employees example experience express feel Figure film guys Harley-Davidson Hero archetype Hero’s heroic human identify individual Innocent innovation Jester Johnson & Johnson kids kind lives Lover archetype magical Magician March of Dimes marketing McDonald’s Miller Lite mother Nike one’s organization organizational culture Outlaw parents people’s picture positive promise recognize Regular Guy/Gal role Ruler running Sage Sage organizations says sell sense Sesame Street Sesame Workshop shows simply society spiritual Starbucks story patterns strategies success sumers things today’s understand values Volkswagen Beetle woman women Young & Rubicam