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The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover – 1 Feb 2001

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Product details

  • Hardcover: 384 pages
  • Publisher: McGraw-Hill Professional (1 Feb. 2001)
  • Language: English
  • ISBN-10: 0071364153
  • ISBN-13: 978-0071364157
  • Product Dimensions: 16.3 x 3.3 x 23.6 cm
  • Average Customer Review: 3.2 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Bestsellers Rank: 154,201 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description


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. (Booklist 2001-01-10)

From the Back Cover

A System of Meaning Management

The first-ever systematic approach to successful brand meaning

"This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as "archetypes", and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here, which, if understood correctly, can bring a rare vitality to a brand or a corporation."
­­From the Foreward by Alex Kroll
former Creative Director,
CEO and Chairman of Young & Rubicam

Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and used and admired by consumers the world over.

But in spite of all the books and banter about branding, few companies come even close to developing iconic identities for their brands.

New Internet brands are being born every minute, with lots of flash and fanfare, but often with no real human connection to make them truly relevant. At the same time, mature brands are diluting their identities in an attempt to respond to shifting trends, while other others attempt to graft meaning onto products in artificial and ineffectual ways.

As a result, millions of advertising and promotional dollars are being squandered.

Understanding and leveraging archetypal meanings-that is, finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts­­are key prerequisites to effective marketing in today's intensely competitive and complex environment. Archetypes­­which can be found in reoccurring patterns in art, literature, myth and fables­­show us the way. Carol Pearson and Margaret reveal that when these deep psychic imprints are understood and employed, brands not only gain meaning, but companies can also gain market share and increase shareholder value.

Yet, until now, no system has been available to help guide the management of archetypal meaning. Best-selling author Carol Pearson has spent 30 years developing systematic psychological frameworks and applying and field-testing them in business and educational settings.

Margaret Mark is the strategist behind many of today's most enduring and successful brands, from AT&T and Kraft Foods to General Motors and Madison Square Garden. Together, Mark and Pearson have created the first systematic methodology for leveraging archetypal meanings to build successful brands.

In an easily accessible way, The Hero and the Outlaw offers a clearly structured system that all business and marketing professionals can follow and replicate. After presenting the compelling concept of archetypal meaning, the authors demonstrate specific methods for implementing this concept into real-world setting, including: how to understand the deep meaning of your product category and "claim" it for your brand, how to assess the competitive landscape from an archetypal perspective, how to connect with customers more deeply, and how to tell your brand's story in a way that echoes the most enduring and beloved story patterns, the world over.

Readers will learn how to strip away surface information to discover the deeper core meanings that can make a product, service, or organization a winning brand. Illuminating the untapped potential underlying every stage of the marketing mix, the authors also show how the brand story begins with the product itself, and can be communicated not only in the advertising, but also in event marketing, public relations, organizational culture/policies, and philanthropic efforts. Such efforts flow naturally when a company knows its core values and lives the great story of the archetype that embodies them. The books' fascinating culmination puts it all together with an illumination of how the deep meaning of a product category, itself can inspire a unique and compelling brand identity. This final chapter also shows how products can be effectively marketed in ways that reinforce positive potentials within customers and the society as a whole--and generally, do no harm.

A first in business literature, The Hero and The Outlaw offers both a fascinating examination of those few extraordinary brands that have already achieved archetypal status, as well as a sound and proven methodology readers can use to achieve their own iconic brand identity-an identity that will withstand the test of time, cross lifestyle and cultural boundaries, and translate into exceptional success.

Praise for The Hero and the Outlaw

"For those wise enough to use this system, the outcome will be consistently more powerful brands and higher ROI. I have seen it applied, and it works every time."
­­Peter Georgescu, Chairman Emeritus, Young & Rubicam

"Mark and Pearson are true humanists. They apply their understanding of common psychic experiences in the unlikely arena of advertising, and then expertly guide marketers to manage their brands' meaning to maximize their commercial effectiveness without causing negative social effects."
­­Ruth Wooden, President of the National Parenting Association and former ten year President of the Advertising Council

"This provocative and insightful book could and should revolutionize the world of marketing."
­­Margaret Wheatley, best-selling author, Leadership and the New Science and co-author, A Simpler Way

"What a great concept! Anyone with a genuine interest in marketing and branding will find this provocative and enlightening book extremely valuable."
­­Bob Wehling, Global Marketing Officer, Proctor & Gamble

"The Hero and the Outlaw will soon become the guiding light, the port in the storm, that will make our meandering and lengthy creative journey light years faster. I only wish it had been written years earlier."
­­Linda Kaplan Thaler, President and CEO, The Kaplan Thaler Group

"It reads with the fascination of fiction, and it provides a last remaining hope for managing any meaningful brand differentiation in the marketplace today."
­­Arlene Brickner, Vice President Creative Services and Public Relations, Coach

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Inside This Book

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BRANDS ARE AS MUCH a part of our daily lives as our workplaces and neighborhood landmarks. Read the first page
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Customer Reviews

3.3 out of 5 stars

Most Helpful Customer Reviews

15 of 15 people found the following review helpful By Lovborg on 3 Oct. 2006
Format: Hardcover
The central thought of the book is very strong: that it is easier and more effective to tell stories about brands if those stories are already, in some way, familiar. Using twelve archetypes, the authors discuss how exploiting certain archetypal behaviours and traits strengthen a brand's grip on the "collective unconscious" and makes for a clearer positioning and more "appropriate" advertising. This is good stuff: it makes sense that in an attention economy, marketers use whatever anchors they can to secure a place for a brand in their targets' minds. Unfortunately, the examples and illustrations used are often muddled, or just plain wrong, which has the effect of making the central argument seem less impressive. There's also a bit of laziness in some of the examples: is it really helpful to describe Harvard as "A Sage Brand"? That's its role, not its identity, surely... So: a good theme and central idea, that's weakened somewhat by lazy execution. Read it for the summaries and main outline, but I would suggest that you find your own examples and case studies, especially if you are working outside the USA.
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2 of 2 people found the following review helpful By Amazon Customer on 21 July 2011
Format: Hardcover Verified Purchase
Having read and rated Carole Pearson's earlier work on archetypes,I was intrigued by her approach to using them in marketing.The book is a large,hardback which does not deliver on its promise to improve marketing through knowing and understanding one's predominant archetype.What it does do is to lay out the most common archetypes then provide examples of companies using them as their brand.What it fails to do is to suggest practical ways to do this for oneself.For eaxample,I know that my predominant archetype(at least in business )is that of Magician but I'm left asking :so what does that mean? I already know that my clients are creatives who make their own mind up and don't want hype.
Lots of words but litle substance.
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1 of 1 people found the following review helpful By Christine on 28 Feb. 2011
Format: Hardcover
The idea behind this book - that you can think about brands, using the Jungian idea of archetypes - is powerful. Brands do appear to us as personalities and it's useful to consider just what type of personality is being conveyed through them, and if we're responsible for brand marketing, to consider how well our marketing programmes and initiatives align with the essence of the brand we're trying to put across.

But the thinking behind this book is fuzzy in the extreme. I see no research at all to back up the categorization that's being used. There are some similarities in the way this is approached and the way Cameron and Quinn approached their work on Competing Values. The difference is that Cameron and Quinn's framework is bedded in data that talk to the concepts they use. So, while a marketer or OD person can used their thinking to inform their work, it'd be pretty difficult to take The Hero and The Outlaw into a serious business.
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Format: Hardcover
Great book! Gave me a deeper understanding on how great brands are built. A must read for every marketer who wants to make his job better. It helps you identify the brand core values and connect them to potential customers, also position the brand on a much solid, deeper basis.
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