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28%OFFMargaret Mark - The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes - 9780071364157 - V9780071364157
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The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

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Description for The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardback. 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. Num Pages: 384 pages, Illustrations. BIC Classification: JMH; KJS; VSP. Category: (P) Professional & Vocational. Dimension: 233 x 157 x 34. Weight in Grams: 652.
This book describes 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 Kroll former Creative Director, CEO and Chairman of Young & Rubicam. Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and ... Read more

Product Details

Publisher
McGraw-Hill Education - Europe New York
Number of pages
384
Format
Hardback
Publication date
2001
Condition
New
Number of Pages
400
Place of Publication
, United States
ISBN
9780071364157
SKU
V9780071364157
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-9

About Margaret Mark
Margaret Mark (New York, NY) is President of Strategic Insight, a consulting firm specializing in creative strategic direction for businesses and brands. She is formerly Executive Vice President of Young & Rubicam. Carol S. Pearson (Washington, DC) is President of the Center for Archetypal Studies and Applications (CASA), best-selling author of The ... Read more

Reviews for The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
Using examples from advertising and marketing and consumer, popular, and organizational culture, Pearson and Mark show that successful brands draw on responses to such archetypes as the hero, outlaw, lover, sage, magician, creator, and innocent, and that these responses cross lifestyle and cultural boundaries. Booklist 20010110

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


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