The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
- Downloads：5582
- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-10-27 09:54:10
- Update Date：2025-09-06
- Status：finish
- Author：Margaret Mark
- ISBN：0071364153
- Environment：PC/Android/iPhone/iPad/Kindle
- Download
Summary
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
- 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
Reviews
Kairi
，
Sellele raamatule võiks anda ka 10 punkti， aga vajab kas eelnevat arusaamist arhetüüpide toimimisest või rahulikku mitmekordset ülelugemist。 Käsiraamatuna võib kasutada raamatu osa， mis kirjeldab raamatusse valitud 12 olulisemat arhetüüpi。
Christopher Liechty
，
This book is very helpful to marketers to help you learn how to connect your brand to the Hero's Journey。 It helps you to identify what archetypal role your brand plays and how to stay in that lane。 Consistency in playing that role will help you to build trust with your audience and help you to make decisions on how to respond to difficult situations。The book is well written and connected to the deep studies on Jungian archetypes。 I enjoyed reading this book and I refer to it and use the princip This book is very helpful to marketers to help you learn how to connect your brand to the Hero's Journey。 It helps you to identify what archetypal role your brand plays and how to stay in that lane。 Consistency in playing that role will help you to build trust with your audience and help you to make decisions on how to respond to difficult situations。The book is well written and connected to the deep studies on Jungian archetypes。 I enjoyed reading this book and I refer to it and use the principles regularly in my branding work。 。。。more
Braulio Valenzuela
，
It’s an interesting thesis， although stretched to make a thick book。
Arne
，
A great piece of research and insight that balances theory with practice。 Definitely gets you thinking not only about the brands you love but about yourself and which of the archetypes you as a person embody。Would recommend。
Bogdan Goncharenko
，
Revelation in marketing and storytelling The scientific approach in defining archetypes helps to reveal a common pattern in mythical stories and modern advertising。Highly recommended
Catherine
，
I knew that this book was going to change my life before I was halfway through。 Written for the marketing professional facing down a new millennium， The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes outlines twelve stories that have permeated global societies throughout time。 The authors claim that these archetypes are the key to marketing anything and that any truly meaningful communication will be based on one of the archetypes。 I admit that I had my doubts I knew that this book was going to change my life before I was halfway through。 Written for the marketing professional facing down a new millennium， The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes outlines twelve stories that have permeated global societies throughout time。 The authors claim that these archetypes are the key to marketing anything and that any truly meaningful communication will be based on one of the archetypes。 I admit that I had my doubts about the relevance of a marketing book facing down its twentieth birthday， but the fundamental truths I found in its pages rang so true with me that I was compelled to share them。Full summary here: https://medium。com/@catkodesign/three。。。 。。。more
Carrington
，
This is such a great intro/basic marketing book。 I believe it is going to be a significant help to me for a very long time！ I found my mind brimming with ideas as I read it。 Despite quite a few errors in the editing （of course the Pillsbury Doughboy's image was not tarnished by his appearance in Ghostbusters--the Pillsbury Doughboy did not appear in Ghostbusters！）， this has earned a permanent spot on my bookshelf， and I feel sure I will turn to it as a reference again and again。 This is such a great intro/basic marketing book。 I believe it is going to be a significant help to me for a very long time！ I found my mind brimming with ideas as I read it。 Despite quite a few errors in the editing （of course the Pillsbury Doughboy's image was not tarnished by his appearance in Ghostbusters--the Pillsbury Doughboy did not appear in Ghostbusters！）， this has earned a permanent spot on my bookshelf， and I feel sure I will turn to it as a reference again and again。 。。。more
Natya Nauri
，
One of the bibles marketeers and consumer researcher should read！
Jerard Fagerberg
，
A crucial guidepost for brand building。 Probably a better reference than a straight read， but full of practical wisdom well beyond books of its category。 Though many examples used in the book are dated， most stand the test of time and are educational。
Ties
，
A book that we， at our agency， found to be the best basic guide for the use of archetypes in branding。 No， it's not perfect but if you want to use archetypes as a guideline for determining a brands identity and/or positioning it really helps clarify the options within this model。 We use it as a reference a lot。 A book that we， at our agency， found to be the best basic guide for the use of archetypes in branding。 No， it's not perfect but if you want to use archetypes as a guideline for determining a brands identity and/or positioning it really helps clarify the options within this model。 We use it as a reference a lot。 。。。more
Steve Chapman
，
Recommend for CEOs and brand building Enjoyed the references to myth and using ancient wisdom to inform modern thinking。 Would recommend。 Provides practical advice for anyone thinking about branding
Simon Håkansson
，
Pairs well with vaporwave。
Abhay
，
Good readInsightful and compelling。The archetype modelling framework certainly makes for deeper introspection and makes you view your brand in a new dimension
Ivan Zatko
，
Archetypy sú mocný nástroj a niečo， čo chýbalo do mojej "skladačky"。 Odporúčam všetkým markeťákom :） Archetypy sú mocný nástroj a niečo， čo chýbalo do mojej "skladačky"。 Odporúčam všetkým markeťákom :） 。。。more
Cindy Richard
，
These archetypes are supposed to be for branding， but they present excellent models for story characters and life in general。 I checked out from the library to see if I would like it - I ended up purchasing it to add it to my permanent library。
Myra Nawabi
，
Very Insightful BookWhile I am not a marketer and don’t work for an ad agency， I still found this book packed with rich and relevant information。 I have been recommending this to all of my Entreprenuer friends！
Brian
，
Useful psychology even for a teacher， not just sales/marketing people
Oleg Paralyush
，
The most comprehensive manual on building solid brands。
Bogdan
，
Я по жизни exploper。
Honza Pobořil
，
Praktický katalog brandových archetypů， kde se občas vracím。 Úvod o brandingu taky pekné， ale není dobré brát doslova， jinak můžete i uškodit。
Eric Levy
，
Really enjoyed this book！ Delivered what it promises- an archtypical framework for examining brands， with many examples。 Honestly I enjoyed the first part of the book （first 160 pages） better than the rest， but still some good stuff in the remainder of the book， and the first part makes it more than worthwhile to buy/read。
Beckimoody Moody
，
I read this for work but found it to be easy to read and interesting with lots of examples of brand archetypes scattered throughout the book。
Liz
，
Just such a damn good book。 It says more than anything that I can write that I've read this "business" book twice-over cover to cover， and I still keep it on my shelf at home for reference in my marketing jobs time and again。If you like The Main Man， JC （otherwise known as Joseph Campbell）， then this is a must-read。 An insightful and incredibly thorough take on age-old character archetypes and how they can be applied to brands， people， and organizations in today's world。 Once you dive deeper int Just such a damn good book。 It says more than anything that I can write that I've read this "business" book twice-over cover to cover， and I still keep it on my shelf at home for reference in my marketing jobs time and again。If you like The Main Man， JC （otherwise known as Joseph Campbell）， then this is a must-read。 An insightful and incredibly thorough take on age-old character archetypes and how they can be applied to brands， people， and organizations in today's world。 Once you dive deeper into the unconscious power of Heroes， Outlaws， and all of the Innocents， Sages， Magicians， Rulers， Creators， Caregivers， Everyguys， Jesters， Lovers， and Explorers in between， you'll never look at an ad （or a person！） the same way again。 I love everything about Jung and Joseph Campbell and mythology and the collective unconscious so I may just be biased， but I challenge any reader to take a crack at this book and not come out of it without being at least slightly dazzled by the power and staying-power of these age-old， universal themes。 。。。more
Lukas Dusek
，
Quite interresting principle of archetypes， but I was not so interrested about all of the examples （too extensive case studies of to me unknown companies - problem of localization？）。 However， there are still some valuable ideas even if you are a marketer or enterpreneur。
Taco
，
Not particularly profound， though it deftly brings together a sizable body of psychology and storytelling。 Nor is it well written—it falls on its face after a good start by going through all archetypes simply by stacking example upon example。 You're probably better off finding a summary somewhere。 Still， the central premise was an eye opener， helping me understanding successful brands much better—notably， the necessity of choosing a single archetype and sticking to it in every single thing you d Not particularly profound， though it deftly brings together a sizable body of psychology and storytelling。 Nor is it well written—it falls on its face after a good start by going through all archetypes simply by stacking example upon example。 You're probably better off finding a summary somewhere。 Still， the central premise was an eye opener， helping me understanding successful brands much better—notably， the necessity of choosing a single archetype and sticking to it in every single thing you do。 。。。more
Jon
，
Could have easily been a hundred pages shorter， but what marketing book couldn't be？ Could have easily been a hundred pages shorter， but what marketing book couldn't be？ 。。。more
Fernanda Kraemer
，
"If all you have is a hammer， everything looks like a nail"。 This proverb is the best description about this shallow and， many times， boring book。 "If all you have is a hammer， everything looks like a nail"。 This proverb is the best description about this shallow and， many times， boring book。 。。。more
Sheila Chang
，
O livro trata dos tipos de arquétipos que estão presentes no inconsciente coletivo， suas características， como as marcas os utilizam， como são as organizações e anseios que cada um dos 12 arquétipos abordados incorporam。Durante a leitura fui identificando que em alguns momentos da vida estamos no X， outros no Y e que carregamos muito dos arquétipo em nossa personalidade， escolhas e atitudes。Para quem é curioso， é um livro incrível， mas para quem trabalha com criação é leitura obrigatória。 Lingua O livro trata dos tipos de arquétipos que estão presentes no inconsciente coletivo， suas características， como as marcas os utilizam， como são as organizações e anseios que cada um dos 12 arquétipos abordados incorporam。Durante a leitura fui identificando que em alguns momentos da vida estamos no X， outros no Y e que carregamos muito dos arquétipo em nossa personalidade， escolhas e atitudes。Para quem é curioso， é um livro incrível， mas para quem trabalha com criação é leitura obrigatória。 Linguagem simples e direta。Esse livro é minha bíblia de criação。 Consulto com frequencia para identificar qual a abordagem na comunicação， criação de produto， marca é ideal para o público-alvo com o qual pretendo dialogar。 。。。more
Kerry O'Reilly
，
Outstanding insights into the mind of the consumer。 Still very applicable 14 years after originally published。 @kdoreilly
Linda Watson
，