Top critical review
4 people found this helpful
Overpromises and underdelivers
on 21 July 2011
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.