Title: The Hero and The Outlaw : Building Extraordinary Brands Through The Power of Archetypes Author: Carol Pearson, Margaret Mark ISBN: 0071364153 / 9780071364157 Format: Hard Cover Pages: 384 Publisher: McGraw-Hill Year: 2001 Availability: 45-60 days
Description
Contents
Using examples from advertising and marketing and consumer, popular, and organizational culture, Pearson 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.
Foreword By Alex Kroll
Acknowledgments
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 : Lessons in a Lobby
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
Index