The Hero and the Outlaw : Harnessing the Power of Archetypes to Create a Winning Brand

Overview

"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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PAPERBACK New 0071407618 This BRAND NEW trade paperback is in GREAT SHAPE! PERFECT, UNREAD COPY! The spine is not even creased! Crisp, clean pages. NO REMAINDER MARK! Stored in ... SMOKE FREE STORAGE! Do not settle for worn, torn, throwaways. Pay a few pennies more for a beautiful, BRAND NEW copy! ! ! This book is not marked or damaged in any way! Read more Show Less

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Overview

"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.

Read More Show Less

Product Details

  • ISBN-13: 9780071407618
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 10/1/1902
  • Edition number: 1
  • Pages: 384
  • Product dimensions: 5.58 (w) x 8.76 (h) x 1.17 (d)

Table of Contents

Foreword vii
Acknowledgments xi
Part I Primal Assets: A System for the Management of Meaning 1
Chapter 1 The First System--Ever--for the Management of Meaning 7
Chapter 2 Archetypes: The Heartbeat of Enduring Brands 19
Chapter 3 Postmodern Marketing 35
Part II The Yearning for Paradise: Innocent, Explorer, Sage 49
Chapter 4 The Innocent 53
Chapter 5 The Explorer 71
Chapter 6 The Sage 88
Part III Leaving a Thumbprint on the World: Hero, Outlaw, Magician 101
Chapter 7 The Hero 105
Chapter 8 The Outlaw 123
Chapter 9 The Magician 140
Part IV No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester 161
Chapter 10 The Regular Guy/Gal 165
Chapter 11 The Lover 178
Chapter 12 The Jester 196
Part V Providing Structure to the World: Caregiver, Creator, Ruler 205
Chapter 13 The Caregiver 209
Chapter 14 The Creator 227
Chapter 15 The Ruler 244
Part VI Finding True North: Positioning an Archetypal Brand 263
Chapter 16 The Artichoke: Uncovering the Archetypal Meaning of Your Brand 265
Chapter 17 Telling Your Brand Story 286
Chapter 18 The Case of the March of Dimes: Lessons in a Lobby 305
Part VII Deeper Waters 315
Chapter 19 May the Force Be with You: Capturing Category Essence 317
Chapter 20 The Real McCoy: Branding and Organizational Congruence 344
Chapter 21 Leaving a Legacy: The Ethics of Archetypal Marketing 357
Index 377
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