The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes,9780071364157

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

by ;
Edition: 1st
ISBN13: 9780071364157
ISBN10: 0071364153
Format: Hardcover
Pub. Date: 2001-02-06
Publisher(s): McGraw Hill
List Price: $39.00

Buy New

Special Order. We will make every effort to obtain this item but cannot guarantee stock or timing.
$38.96
Add to Cart

Rent Book

Select for Price
Add to Cart
There was a problem. Please try again later.

Rent Digital

Rent Digital Options
Online:1825 Days access
Downloadable:Lifetime Access
$43.88
$43.88
Add to Cart

Used Book

We're Sorry
Sold Out

Buy from our Marketplace starting at $2.55

How Marketplace Works:

  • This item is offered by an independent seller and not shipped from our warehouse
  • Item details like edition and cover design may differ from our description; see seller's comments before ordering.
  • Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
  • Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
  • Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.

Summary

A System of Meaning Management"The first-ever systematic approach to successful brand meaning"This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as "archetypes," and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here, which, if understood correctly, can bring a rare vitality to a brand or a corporation."--From the Foreward by Alex Krollformer Creative Director, CEO and Chairman of Young & RubicamSome brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and used and admired by consumers the world over.But in spite of all the books and banter about branding, few companies come even close to developing iconic identities for their brands.New Internet brands are being born every minute, with lots of flash and fanfare, but often with no real human connection to make them truly relevant. At the same time, mature brands are diluting their identities in an attempt to respond to shifting trends, while other others attempt to graft meaning onto products in artificial and ineffectual ways.As a result, millions of advertising and promotional dollars are being squandered.Understanding and leveraging archetypal meanings-that is, finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts--are key prerequisites to effective marketing in today's intensely competitive and complex environment. Archetypes--which can be found in reoccurring patterns in art, literature, myth and fables--show us the way. Carol Pearson and Margaret reveal that when these deep psychic imprints areunderstood and employed, brands not only gain meaning, but companies can also gain market share and increase shareholder value.Yet, until now, no system has been available to help guide the management of archetypal meaning. Best-sell

Author Biography

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 recent clients include Cablevision/Madison Square Garden, Sesame Workshop, SAP America, Polo Ralph Lauren, and the March of Dimes.

Carol S. Pearson, Ph.D., is President of CASA, the Center for Archetypal Studies and Applications, a management consultant offering integrated branding/organizational developments services, and the best-selling author of The Hero Within: Six Archetypes We Live By, Awakening the Heroes Within: 12 Archetypes to Help Us Find Ourselves and Transform Our World, Magic at Work, and the Pearsons-Marr Archetype Indicator (PMAI).

Pearson and Mark apply the concepts described in this book both

individually and in partnership. For further information, contact PearsonMark@earthlink.com.

Table of Contents

Part I: Primal Assets: A System for the Management of Meaning.

Chapter 1: The First System-Ever-for the Management of Meaning.

Chapter 2: Archetypes: The Heartbeat of Enduring Brands.

Chapter 3: Postmodern Marketing.

Part II: The Yearning for Paradise: Innocent, Explorer, Sage.

Chapter 4: The Innocent.

Chapter 5: The Explorer.

Chapter 6: The Sage.

Part III: Leaving a Thumbprint on the World: Hero, Outlaw, Magician.

Chapter 7: The Hero.

Chapter 8: The Outlaw.

Chapter 9: The Magician.

Part IV: No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester.

Chapter 10: The Regular Guy/Gal.

Chapter 11: The Lover.

Chapter 12: The Jester.

Part V: Providing Structure to the World: Caregiver, Creator, Ruler.

Chapter 13: The Caregiver.

Chapter 14: The Creator.

Chapter 15: The Ruler.

Part VI: Finding True North: Positioning an Archetypal Brand.

Chapter 16: The Artichocke: Uncovering the Archetypal Meaning of Your Brand.

Chapter 17: Telling Your Brand Story.

Chapter 18: The Case of the March of Dimes.

Part VII: Deeper Waters.

Chapter 19: May the Force Be With You: Capturing Category Essence.

Chapter 20: The Real McCoy: Branding and Organizational Congruence.

Chapter 21: Leaving a Legacy: The Ethics of Archetypal Marketing.

An electronic version of this book is available through VitalSource.

This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.

By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.

Digital License

You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.

More details can be found here.

A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.

Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.

Please view the compatibility matrix prior to purchase.