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

Margaret Mark, Carol Pearson, Carol S. Pearson

Published by McGraw-Hill, 2001
ISBN 10: 0071364153 / ISBN 13: 9780071364157
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2001. 1st. Hardcover. 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. Num Pages: 384 pages, Illustrations. BIC Classification: JMH; KJS; VSP. Category: (P) Professional & Vocational. Dimension: 233 x 157 x 34. Weight in Grams: 652. . . . . . Books ship from the US and Ireland. Bookseller Inventory # V9780071364157

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Title: The Hero and the Outlaw: Building ...
Publisher: McGraw-Hill
Publication Date: 2001
Binding: Hardcover
Book Condition: New

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Mark, Margaret; Pearson, Carol; Pearson, Carol S.
Published by McGraw-Hill (2001)
ISBN 10: 0071364153 ISBN 13: 9780071364157
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Book Description McGraw-Hill, 2001. Book Condition: Used. This Book is in Good Condition. Clean Copy With Light Amount of Wear. 100% Guaranteed. Summary: Part I: Primal Assets: A System for the Management of Meaning. Chapter 1: The First System-Ever-for the Management of Meaning. Chapter 2: Archetypes: The Heartbeat of Enduring Brands. Chapter 3: Postmodern Marketing. Part II: The Yearning for Paradise: Innocent, Explorer, Sage. Chapter 4: The Innocent. Chapter 5: The Explorer. Chapter 6: The Sage. Part III: Leaving a Thumbprint on the World: Hero, Outlaw, Magician. Chapter 7: The Hero. Chapter 8: The Outlaw. Chapter 9: The Magician. Part IV: No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester. Chapter 10: The Regular Guy/Gal. Chapter 11: The Lover. Chapter 12: The Jester. Part V: Providing Structure to the World: Caregiver, Creator, Ruler. Chapter 13: The Caregiver. Chapter 14: The Creator. Chapter 15: The Ruler. Part VI: Finding True North: Positioning an Archetypal Brand. Chapter 16: The Artichocke: Uncovering the Archetypal Meaning of Your Brand. Chapter 17: Telling Your Brand Story. Chapter 18: The Case of the March of Dimes. Part VII: Deeper Waters. Chapter 19: May the Force Be With You: Capturing Category Essence. Chapter 20: The Real McCoy: Branding and Organizational Congruence. Chapter 21: Leaving a Legacy: The Ethics of Archetypal Marketing. Bookseller Inventory # ABE_book_usedgood_0071364153

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Mark, Margaret; Pearson, Carol; Pearson, Carol S.
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Book Description McGraw-Hill Education. Hardcover. Book Condition: Very Good. Appearance of only slight previous use. Cover and binding show a little wear. All pages are undamaged with potentially only a few, small markings. Bookseller Inventory # G0071364153I4N00

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Book Description McGraw-Hill, 2001. Hardcover. Book Condition: Used: Acceptable. Bookseller Inventory # SONG0071364153

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Book Description McGraw-Hill, NY, 2001. Hard Cover. Book Condition: Fine. Dust Jacket Condition: Fine. First Edition. Bookseller Inventory # 36810

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Mark, Margaret;Pearson, Carol S.
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Book Description McGraw-Hill, Blacklick, Ohio, U.S.A., 2001. Hardcover. Book Condition: As New. Dust Jacket Condition: As New. 1st Edition. Hardback. Book Condition: As New. 236 x 162 mm.As New Book. This book describes a system of meaning management, the first-ever systematic approach to successful brand meaning. 'This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as "archetypes", and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here, which, if understood correctly, can bring a rare vitality to a brand or a corporation' - From the Foreward by Alex Kroll former Creative Director, CEO and Chairman of Young Rubicam. Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and used and admired by consumers the world over. But in spite of all the books and banter about branding, few companies come even close to developing iconic identities for their brands. New Internet brands are being born every minute, with lots of flash and fanfare, but often with no real human connection to make them truly relevant.At the same time, mature brands are diluting their identities in an attempt to respond to shifting trends, while other others attempt to graft meaning onto products in artificial and ineffectual ways.As a result, millions of advertising and promotional dollars are being squandered. Understanding and leveraging archetypal meanings - that is, finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts - are key prerequisites to effective marketing in today's intensely competitive and complex environment. Archetypes - which can be found in reoccurring patterns in art, literature, myth and fables - show us the way. Carol Pearson and Margaret reveal that when these deep psychic imprints are understood and employed, brands not only gain meaning, but companies can also gain market share and increase shareholder value. Yet, until now, no system has been available to help guide the management of archetypal meaning.Best-selling author Carol Pearson has spent 30 years developing systematic psychological frameworks and applying and field-testing them in business and educational settings. Margaret Mark is the strategist behind many of today's most enduring and successful brands, from ATT and Kraft Foods to General Motors and Madison Square Garden.Together, Mark and Pearson have created the first systematic methodology for leveraging archetypal meanings to build successful brands. In an easily accessible way, "The Hero and the Outlaw" offers a clearly structured system that all business and marketing professionals can follow and replicate.After presenting the compelling concept of archetypal meaning, the authors demonstrate specific methods for implementing this concept into real-world setting, including: how to understand the deep meaning of your product category and "claim" it for your brand, how to assess the competitive landscape from an archetypal perspective, how to connect with customers more deeply, and how to tell your brand's story in a way that echoes the most enduring and beloved story patterns, the world over. Readers will learn how to strip away surface information to discover the deeper core meanings that can make a product, service, or organization a winning brand.Illuminating the untapped potential underlying every stage of the marketing mix, the authors also show how the brand story begins with the product itself, and can be communicated not only in the advertising, but also in event marketing, public relations, organizational culture/policies, and philanthropic efforts.Such efforts flow naturally when a company knows its core values and lives the great story of the archetype that embodies them. The books' fascinating culmination puts it all together with an illumination of how the deep meaning of a product category, itself can inspire a unique and compelling brand identity. This final chapter also shows how products can be effectively marketed in ways that reinforce positive. Bookseller Inventory # 004715

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Book Description McGraw-Hill, NY, 2001. Hard Cover. Book Condition: Good-. Dust Jacket Condition: Good-. 2001, hard cover, slight edgewear, d.j. has slight edgewear, B&W illustrations, 384 p. Bookseller Inventory # 56606

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Book Description McGraw-Hill Education - Europe, United States, 2001. Hardback. Book Condition: New. 231 x 155 mm. Language: English . Brand New Book. This book describes a system of meaning management, the first-ever systematic approach to successful brand meaning. This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as archetypes , and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here, which, if understood correctly, can bring a rare vitality to a brand or a corporation - From the Foreward by Alex Kroll former Creative Director, CEO and Chairman of Young Rubicam. Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and used and admired by consumers the world over. But in spite of all the books and banter about branding, few companies come even close to developing iconic identities for their brands. New Internet brands are being born every minute, with lots of flash and fanfare, but often with no real human connection to make them truly relevant.At the same time, mature brands are diluting their identities in an attempt to respond to shifting trends, while other others attempt to graft meaning onto products in artificial and ineffectual ways. As a result, millions of advertising and promotional dollars are being squandered. Understanding and leveraging archetypal meanings - that is, finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts - are key prerequisites to effective marketing in today s intensely competitive and complex environment. Archetypes - which can be found in reoccurring patterns in art, literature, myth and fables - show us the way. Carol Pearson and Margaret reveal that when these deep psychic imprints are understood and employed, brands not only gain meaning, but companies can also gain market share and increase shareholder value. Yet, until now, no system has been available to help guide the management of archetypal meaning.Best-selling author Carol Pearson has spent 30 years developing systematic psychological frameworks and applying and field-testing them in business and educational settings. Margaret Mark is the strategist behind many of today s most enduring and successful brands, from ATT and Kraft Foods to General Motors and Madison Square Garden. Together, Mark and Pearson have created the first systematic methodology for leveraging archetypal meanings to build successful brands. In an easily accessible way, The Hero and the Outlaw offers a clearly structured system that all business and marketing professionals can follow and replicate.After presenting the compelling concept of archetypal meaning, the authors demonstrate specific methods for implementing this concept into real-world setting, including: how to understand the deep meaning of your product category and claim it for your brand, how to assess the competitive landscape from an archetypal perspective, how to connect with customers more deeply, and how to tell your brand s story in a way that echoes the most enduring and beloved story patterns, the world over. Readers will learn how to strip away surface information to discover the deeper core meanings that can make a product, service, or organization a winning brand.Illuminating the untapped potential underlying every stage of the marketing mix, the authors also show how the brand story begins with the product itself, and can be communicated not only in the advertising, but also in event marketing, public relations, organizational culture/policies, and philanthropic efforts. Such efforts flow naturally when a company knows its core values and lives the great story of the archetype that embodies them. The books fascinating culmination puts it all together with an illumination of how the deep meaning of a product category, itself can inspire a unique and compelling brand identity. This final chapter also shows how products can be effectively marketed in ways that reinforce positive potentials within customers an. Bookseller Inventory # CBL9780071364157

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