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

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

A brand’s meaning―how it resonates in the public heart and mind―is 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

网友对The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes的评论

I used this book to articulate the brand persona of my company, a software developer, and its competitors. I developed a survey which we administered to users of our and our competitors' software and services to identify how they perceived their suppliers in terms of archetype. We got clear, differentiating results on each supplier and applied what we learned from our own users to define our archetype, which turned out to be a hybrid of the hero and caregiver. From there it was a relatively simple matter to develop a creative approach for copy, graphics and indeed, everything the company did from development to customer support. Thanks to this book we were able to target our brand strategy not to the image we wished we presented to our users and prospects, but to that which we already projected. In other words, our branding was based on truth, not fiction. We reinforced our credibility and saved marketing dollars. This book really works.

Own a small business? Own a large business? Work in an Art Department? THIS IS A MUST READ FOR ANYONE WHO WORKS ON A BRAND. Creating a brand archetype is a necessity. Don't know what I'm talking about? Then read this book, along with Designing Brand Identity by Alina Wheeler, and you will quickly learn what I'm talking about. It's a must!!!!

A great book for anyone interested Brand Strategy for any type of business. A must read!

I thought this was a terrific book that laid out what storytelling is all about along with how it works. At the root, was an in depth review of brands, archetypes, and the importance of having a clear story to tell that is in sync with what your brand represents.

Great read!

This book will give you the tools to create the strongest brands imaginable. It explains why the big brands out there are so super-successful and why the ones that fail do so. It's because of the archtypes they are embodying. This book's insights have completly changed how I go about my business. Now I ask myself seemigly crazy questions like "Would a knight do this?" and it makes all the difference. See you at the top!

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