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

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Book Description :

A brands meaninghow it resonates in the public heart and mindis a company

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