Blick ins Buch The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes - Margaret Mark, Carol S Pearson

Margaret Mark, Carol S Pearson

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

Sprache: Englisch.
gebunden , 400 Seiten
ISBN 0071364153
EAN 9780071364157
Veröffentlicht Februar 2001
Verlag/Hersteller McGraw Hill LLC
€ 40,00 inkl. MwSt.
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Beschreibung

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

Portrait

Margaret Mark (New York, NY) is President of Strategic Insight, a consulting firm specializing in creative strategic direction for businesses and brands. She is formerly Executive Vice President of Young & Rubicam.