The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
| Author | : | |
| Rating | : | 4.90 (812 Votes) |
| Asin | : | B00IHCLCL4 |
| Format Type | : | |
| Number of Pages | : | 172 Pages |
| Publish Date | : | 2013-01-18 |
| Language | : | English |
DESCRIPTION:
David RouseCopyright © American Library Association. From Booklist Pearson is the president of the Center for Archetypal Studies and Applications and the author of The Hero Within: Six Archetypes We Live By (1998) and a coauthor of Magic at Work: Camelot, Creative Leadership, and Everyday Miracles (1995). Pearson's work is based on Jungian psychology, which holds that archetypes are forms or images of a collective nature, which occur not only as myths but also as individual products of the unconscious. Mark is a consultant specializing in business strategy and brand management. They examine ways to determine which archetypal meaning is best for one's brand and provide a model for doing so. Using examples from advertising and marketing a
Trevor Antunez said MUST READ FOR BRAND DEVELOPMENT. Own a small business? Own a large business? Work in an Art Department? THIS IS A MUST READ FOR ANYONE WHO WORKS ON A BRAND. Creating a brand archetype is a necessity. Don't know what I'm talking about? Then read this book, along with Designing Brand Identity by Alina Wheeler, and yo. Branding archetypes come from this book. Rodrigo Saiani The basic book to understand Archetypes.. "The Good, Bad, and the Ugly" according to Kenneth Ford. I thought this was a terrific book that laid out what storytelling is all about along with how it works. At the root, was an in depth review of brands, archetypes, and the importance of having a clear story to tell that is in sync with what your brand represents.Great read!
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. 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. Written by best-selling author Carol S. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage