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

Available

Product Details

Price
$36.00  $33.12
Publisher
McGraw-Hill Education
Publish Date
Pages
400
Dimensions
6.4 X 9.0 X 1.4 inches | 1.45 pounds
Language
English
Type
Hardcover
EAN/UPC
9780071364157

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About the Author

Margaret Mark is the president of Margaret Mark Strategic Insight, a marketing consulting firm specializing in a unique form of brand management based on a deep, even primal, understanding of how consumers and brands interact. A former Executive Vice President of Young & Rubicam, her recent clients include Cablevision/Madison Square Garden, Sesame Workshop, SAP America, Polo Ralph Lauren, and the March of Dimes.

Carol S. Pearson, Ph.D., is President of CASA, the Center for Archetypal Studies and Applications, a management consultant offering integrated branding/organizational developments services, and the best-selling author of The Hero Within: Six Archetypes We Live By, Awakening the Heroes Within: 12 Archetypes to Help Us Find Ourselves and Transform Our World, Magic at Work, and the Pearsons-Marr Archetype Indicator (PMAI).

Pearson and Mark apply the concepts described in this book both

individually and in partnership. For further information, contact [email protected]

Reviews

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.