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

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9780071407618: The Hero and the Outlaw : Building Extraordinary Brands Through the Power of Archetypes

"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.

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From the Back Cover:

HOW TO MAKE YOUR BRAND IRRESISTIBLE

Behind every great brand is a great story. In The Hero and the Outlaw, advertising guru Margaret Mark and best-selling author and psychologist Carol Pearson team up to explain how marketers can make their brands or products invincible. Mark and Pearson show you how to discover the "soul" of your brand, and then express that "soul" in ways that tap into universal stories or archetypes. By following their unique, anyone in business can learn how to connect with their customers more deeply and create true brand icons.

"This provocative and insightful book could and should revolutionize the world of marketing."--Margaret Wheatley, best-selling author, Leadership and the New Science and co-author, A Simpler Way

"What a great concept! Anyone with a genuine interest in marketing and branding will find this provocative and enlightening book extremely valuable."--Bob Wehling, Global Marketing Officer, Proctor & Gamble

"For those wise enough to use this system, the outcome will be consistently more powerful brands and higher ROI. I have seen it applied, and it works every time."--Peter Georgescu, Chairman Emeritus, Young & Rubicam

About the Author:

Carol S.Pearson, Ph.D., is an internationally recognized scholar and well-knownauthor of numerous books, among them the bestselling The Hero Within, Awakeningthe Heroes Within, The Hero and the Outlaw, and Magic at Work. Her new book,Persephone Rising: Awakening the Heroine Within, was published in October 2015. In May 2016, Persephone Risingwas named a gold medalist in the category of books for women by the NautilusBook Awards, an annual accolade of books in the genre of social andenvironmental justice.
 
Dr. Pearson previous book, The Transforming Leader, is anedited collection of cutting edge essays on the challenges facing leaders inthe 21st century. It grew out of the Fetzer Institute's Leadership forTransformation Project, for which she was principal investigator. TheTransforming Leader was honored by the International Leadership Association formaking a significant contribution to the field of leadership.
 

Dr. Pearson previously was executive vice president andprovost and later president of Pacifica Graduate Institute in Santa Barbara,CA. She has been a senior administrator and professor at higher educationinstitutions including the University of Colorado, the University of Maryland,Georgetown University, and Goucher College; a consultant for multinationalcorporations and government agencies; and a popular public speaker and workshopleader. Before going to Pacifica, she was executive director of the JamesMacGregor Burns Academy of Leadership at the University of Maryland, aprofessor in the UM School of Public Policy, and a member of the executivecommittee of the International Leadership Association. Earlier in her career,she was president of CASA: the Center for Archetypal Studies and Applications;president of Meristem, a nonprofit educational organization; and senior editorof The Inner Edge: A Resource for Enlightened Business Practice. She and her husband currently live in the Washington, DC area.

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