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Title details for The Hero and the Outlaw by Margaret Mark - Available

The Hero and the Outlaw

by Margaret Mark
Carol S. Pearson
ebook
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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
    • Expand title description text
    Publisher: McGraw Hill LLC

    Kindle Book

    • Release date: February 6, 2001

    OverDrive Read

    • ISBN: 9780071381185
    • Release date: February 6, 2001

    EPUB ebook

    • ISBN: 9780071381185
    • File size: 7278 KB
    • Release date: February 6, 2001
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    Formats

    Kindle Book
    OverDrive Read
    EPUB ebook

    subjects

    Business Nonfiction

    Languages

    English

    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
    • Expand title description text
    Business Nonfiction