Author: Margaret Mark
Edition: 1st
Publisher: McGraw-Hill
Binding: Hardcover
ISBN: 0071364153
Price:
You Save: 53%
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.The Hero and the Outlaw review. 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 archetypesRead full reviews of The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes.
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The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes - Carol S. Pearson, Margaret Mark
From 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). Mark is a consultant specializing in business strategy and brand management. 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. Using examples From advertising and marketing and consumer, popular, and orga
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 fun
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The Hero and the Outlaw : Hardback : McGraw-Hill Education - Europe : 9780071364157 : 0071364153 : 01 Feb 2001 : 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 Hero and the Outlaw Reviews
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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