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


Product Information

Feature

McGraw-Hill

Product Description

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 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
Technical Details
Binding
Hardcover
Number of Pages
400
Product group
Book
Brand
McGraw-Hill
Label
McGraw-Hill Education
Edition
1st
Publisher
McGraw-Hill Education
Publication date
February 6, 2001
Author
Margaret Mark, Carol Pearson, Carol S. Pearson
Language
English (Published), English (Original Language)
EAN
9780071364157
UPC
639785323846
ISBN-10
0071364153
Item Dimensions L x W x H
6.6 x 1.4 x 9.2 inches
Item Weight
1.6 pounds
Manufacturer
McGraw-Hill Education
Studio
McGraw-Hill Education



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