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


Product Information

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.

Technical Details
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
Manufacturer
McGraw-Hill
Studio
McGraw-Hill



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