Read The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark Carol S. Pearson Online


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 ilA 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...

Title : The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
Author :
Rating :
ISBN : 9780071364157
Format Type : Hardcover
Number of Pages : 400 Pages
Status : Available For Download
Last checked : 21 Minutes ago!

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

  • Sheila Chang
    2019-02-25 07:48

    O livro trata dos tipos de arquétipos que estão presentes no inconsciente coletivo, suas características, como as marcas os utilizam, como são as organizações e anseios que cada um dos 12 arquétipos abordados incorporam.Durante a leitura fui identificando que em alguns momentos da vida estamos no X, outros no Y e que carregamos muito dos arquétipo em nossa personalidade, escolhas e atitudes.Para quem é curioso, é um livro incrível, mas para quem trabalha com criação é leitura obrigatória. Linguagem simples e direta.Esse livro é minha bíblia de criação. Consulto com frequencia para identificar qual a abordagem na comunicação, criação de produto, marca é ideal para o público-alvo com o qual pretendo dialogar.

  • Fernanda Kraemer
    2019-03-20 10:49

    "If all you have is a hammer, everything looks like a nail". This proverb is the best description about this shallow and, many times, boring book.

  • Myra Nawabi
    2019-02-26 09:52

    Very Insightful BookWhile I am not a marketer and don’t work for an ad agency, I still found this book packed with rich and relevant information. I have been recommending this to all of my Entreprenuer friends!

  • Bo
    2019-02-27 09:54

    Я по жизни exploper.

  • Oleg Paralyush
    2019-03-16 14:03

    The most comprehensive manual on building solid brands.

  • Brian
    2019-03-04 13:08

    Useful psychology even for a teacher, not just sales/marketing people

  • Elizabeth
    2019-03-19 14:56

    from the library c2001(temporarily) from the library computor: Booklist ReviewsPearson is the president of the Center for Archetypal Studies and Applications and the author of The Hero Within: Six Archetypes We Live By (1998) and a coauthor of Magic at Work: Camelot, Creative Leadership, and Everyday Miracles (1995). Mark is a consultant specializing in business strategy and brand management. Pearson's work is based on Jungian psychology, which holds that archetypes are forms or images of a collective nature, which occur not only as myths but also as individual products of the unconscious. Using examples from advertising and marketing and consumer, popular, and organizational culture, she and Mark show that successful brands draw on responses to such archetypes as the hero, outlaw, lover, sage, magician, creator, and innocent, and that these responses cross lifestyle and cultural boundaries. They examine ways to determine which archetypal meaning is best for one's brand and provide a model for doing so. ((Reviewed February 1, 2001)) Copyright 2001 Booklist ReviewsPart l Primal Assets: a system for the management of meaningch 1 the first system ever-for the management of meaningch 2 Archtypes: the heartbeat of enduring brandsch 3 post modern marketingPart ll the yearning for Paradise: Innocent, explorer, sagech4ch 5 ch 6Part lllPart Vll Deeper Waters

  • Elizabeth
    2019-03-14 07:01

    from the library c2001copy p 18,195 sidebars:p54,72,89,106,124,142,166,179,197,210,228,245Part l Primal Assets: a system for managing meaningch1 the first system ever for the management of meaningch2 archtypes: the heartbeat of enduring brandsch3 post modern thinkingPart ll the yearning for paradise: innocent, explorer, sagech4 the innocentch5 the explorerch6 the sagepart lll leaving a thumbprint on the world: hero, outlaw, magicianch7 the heroch8 the outlawch9 the magicianpart lV no man ( or woman) is an island: regular guy/gal, lover, jesterch10 the regular guy/galch11 the lover "core desire: attain intimacy and exp sensual pleasuregoal: being in a rel with people, work, exp's, surroundings they love fear: being alone, a wallflower, unwanted, unlovedstrategy: become more and more attractive-physically, emotionally and in every other waytrap:doing anything and everything to attract and please others, loosing identitygifts: passion gratitude appreciation committment" p179 sidebarch12 the jesterpart V providing structure to the world: caregiver, creator, rulerch13 the caregiverch14 the createrch15 the rulerpartVl finding true north: positioning an archetypal brandch16 the artichoke: uncovering the archetypical meaning of your brandch17 telling your brand storych16 the case of the march of dimes: lessons in a lobbypart Vll Deeper Waters

  • Sue Cartwright
    2019-02-25 09:46

    An excellent book about branding that brings Carl Yung's concept of archetypes into a business framework. Fascinating that by default or design, the most successful brands such as Levis (the Explorer), Harley Davidson (the Outlaw) and Nike (the Hero) are associated with some of the most powerful archetypes that express values that correlate with the needs and aspirations of their most long-serving and loyal customers.Virtually all marketers understand that they need to understand human motivations and release deep emotions and yearnings. This is why strong archetypal branding is used to establish a memorable and compelling identity (and story) that customers can associates themselves with in a profound way.This book showcases 12 archetypes and their primary functions in people's lives and offers a structure for describing the archetypes that have provided powerful identities for numerous winning brands.I first read this book in March 2011 and have just read it again for brand my new blog. The only reason I didn't award 5 stars (then and now)is because the last few chapters are a bit hard to wade through - well worth it though and something every brand owner should take on board.

  • Liz
    2019-03-13 15:06

    Just such a damn good book. It says more than anything that I can write that I've read this "business" book twice-over cover to cover, and I still keep it on my shelf at home for reference in my marketing jobs time and again.If you like The Main Man, JC (otherwise known as Joseph Campbell), then this is a must-read. An insightful and incredibly thorough take on age-old character archetypes and how they can be applied to brands, people, and organizations in today's world. Once you dive deeper into the unconscious power of Heroes, Outlaws, and all of the Innocents, Sages, Magicians, Rulers, Creators, Caregivers, Everyguys, Jesters, Lovers, and Explorers in between, you'll never look at an ad (or a person!) the same way again. I love everything about Jung and Joseph Campbell and mythology and the collective unconscious so I may just be biased, but I challenge any reader to take a crack at this book and not come out of it without being at least slightly dazzled by the power and staying-power of these age-old, universal themes.

  • Rodrigo
    2019-03-09 11:56

    One of those books that really changed your life. I started reading it out of business motivation: archetypes are a wonderfool tool for my job so I wanted to know more about that. Not only I found an amazing system to develop brand and communication strategies (already used it: it does work!!), but as I got deeper into the reading I began applying the archetypes theory to my daily life, first myself then others'. It's really amazing! It can be applied to everything, everywhere. It's like the Zodiac but with much more sustainable facts. Of course there was this slightly moral line that the authors so tried to hide (did they?) but it shows mostly through the last part: some opinions and points of view that reflect, in my opinion, some bigotry. Anyway, it is a highly recommended book, not only for those who work in marketing or advertising, but to everybody.

  • JC
    2019-03-16 12:04

    Highly poignant in the field of marketing and creative design. The authors organize archetypes across legends and contemporary mythos to design a ladder of vital characters that can be operated through different media. This is very useful for all those in the marketing field who want to create pertinent evocative images for their brands. Their methods are a vital tool for any writer as well, wishing to do the same. Absolutely a must read for all book lovers to truly understand how the same stories, written, advertised, and acted, keep bringing us back and how they can be re-purposed for every age and genre.

  • Taco Ekkel
    2019-03-16 10:41

    Not particularly profound, though it deftly brings together a sizable body of psychology and storytelling. Nor is it well written—it falls on its face after a good start by going through all archetypes simply by stacking example upon example. You're probably better off finding a summary somewhere. Still, the central premise was an eye opener, helping me understanding successful brands much better—notably, the necessity of choosing a single archetype and sticking to it in every single thing you do.

  • Jiří Sedlář
    2019-03-19 06:44

    After you read something about Archetypes you will realise that you want more. This book open huge topic for me, I found parts of me inside the book and some questions were answered to me. I found strategy for my new company and I'm glad that is was so simple to understand. I hope it will be easy to follow. This book is not for ignorants. You have to read more if you start think it's stupid. You can find some kind of peace in this book, I'm happy that I read it :)

  • Eric Levy
    2019-02-22 14:46

    Really enjoyed this book! Delivered what it promises- an archtypical framework for examining brands, with many examples. Honestly I enjoyed the first part of the book (first 160 pages) better than the rest, but still some good stuff in the remainder of the book, and the first part makes it more than worthwhile to buy/read.

  • Anya Behn
    2019-03-19 14:57

    I'm finding this book helpful in understanding the archetypes of our culture--when you fit a strong archetype, or connect to one through your branding and placement, people can relate better because you are connecting to the mythic.

  • Lukas Dusek
    2019-03-10 10:02

    Quite interresting principle of archetypes, but I was not so interrested about all of the examples (too extensive case studies of to me unknown companies - problem of localization?). However, there are still some valuable ideas even if you are a marketer or enterpreneur.

  • Amanda
    2019-03-07 12:09

    My boss loaned this to me. Even if you're not interested in advertising or marketing, this is actually a pretty good book. It basically talks about archetypes and how they work with examples of various brands and products. Good if you're into how society and advertising "manipulate" people.

  • Jim Aitkins
    2019-02-27 12:53

    An indespensible book, the indespensible book on branding. I am so happy that so many among my competition have never heard of this book. Wow. It's an awesome branding textbook and as thick as one, too.

  • Linda Watson
    2019-02-23 09:08

    Understanding your brand archetype can be a powerful business tool, helping you understand everything from brand behaviors to how to craft your brand storytelling. A worthy read for creative thinkers.

  • Honza Pobořil
    2019-03-09 10:46

    Praktický katalog brandových archetypů, kde se občas vracím. Úvod o brandingu taky pekné, ale není dobré brát doslova, jinak můžete i uškodit.

  • Kerry O'Reilly
    2019-03-04 09:43

    Outstanding insights into the mind of the consumer. Still very applicable 14 years after originally published. @kdoreilly

  • Jon
    2019-02-26 13:57

    Could have easily been a hundred pages shorter, but what marketing book couldn't be?

  • lia
    2019-03-12 09:46

    a brilliant book and I've used this for my thesis

  • Thomas Riccio
    2019-03-06 06:49

    A good introductory insight to the link between archetype and it consumer applications and manifestations.

  • Mackenzie
    2019-03-24 14:41

    if you are in advertising or anything really that has to do with media, this is a must read.

  • Ghennipher
    2019-03-03 10:42

    Awesome read about branding. A study on meaning and brand differentiation. Excellent book!

  • Jessica
    2019-02-23 07:02

    hard to read cover-to-cover, but very interesting philosophy on positioning a brand.

  • Beckimoody Moody
    2019-03-20 09:04

    I read this for work but found it to be easy to read and interesting with lots of examples of brand archetypes scattered throughout the book.

  • Anastasia Clarkson
    2019-03-15 13:06

    great reference