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

Product Description

"This provocative and insightful book could and should revolutionize the world of marketing."--Margaret Wheatley

Using studies drawn from the experiences of Nike, Ivory, and other powerhouse brands, the authors show companies how to create a brand that most effectively corresponds to archetypes--fundamental patterns in the unconscious mind--and capture the consumers' attention and loyalty.

Binding

Paperback

Number of Pages

384

Product group

Book

Label

McGraw-Hill

Edition

1

Publisher

McGraw-Hill

Publication date

September 1, 2002

Author

Margaret Mark, Carol S. Pearson

Language

English (Published), English (Original Language)

EAN

9780071407618

UPC

639785380702

ISBN-10

0071407618

Item Dimensions L x W x H

5.5 x 1.16 x 8.7 inches

Item Weight

1.2 pounds

Manufacturer

McGraw-Hill

Studio

McGraw-Hill