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

ISBN-10: 0071364153

ISBN-13: 9780071364157

Edition: 2001

Authors: Margaret Mark, Carol S. Pearson

List price: $34.00 Buy it from $19.95
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A brand"s meaninghow it resonates in the public heart and mindis 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
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Book details

List price: $34.00
Copyright year: 2001
Publisher: McGraw-Hill Education
Publication date: 2/6/2001
Binding: Hardcover
Pages: 400
Size: 6.00" wide x 9.00" long x 1.50" tall
Weight: 1.870
Language: English

Carol S. Pearson, Ph.D., is the Director of the James MacGregor Burns Academy of Leadership and a Professor of Leadership Studies at the University of Maryland, College Park, MD. Her publications include The Hero Within: Six Archetypes We Live By Educating the Majority: Challenging Tradition in Higher Education, co-edited by Donna L. Shavlik and Judith G. Touchton); Awakening the Heroes Within: Twelve Archetypes that Help Us Find Ourselves and Transform Our World; Magic At Work: Camelot, Creative Leadership and Everyday Miracles; The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, co-authored by Margaret Mark; Mapping the Organizational Psyche: A Jungian Theory of Organizational Dynamics and Change, co-authored by John Corlett; and What Story Are You Living? Co-authored by Hugh Marr. Her books are widely translated. She lives with her husband of 33 years close to her three married children and four grandchildren.

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