The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
Pearson is the president of the Center for Archetypal Studies and Applications and the author ofThe Hero Within: Six ArchetypesWe Live By (1998) and a coauthor ofMagic atWork: Camelot, Creative Leadership, and Everyday Miracles (1995). Mark is a consultant specializing in business strategy and brand management. Pearson's work is based on Jungian psychology, which holds that archetypes are forms or images of a collective nature, which occur not only as myths but also as individual products of the unconscious. Using examples from advertising and marketing and consumer, popular, and organizational culture, she 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. They examine ways to determine which archetypal meaning is best for one's brand and provide a model for doing so.David RouseCopyright &#169; American Library Association. All rights reserved