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The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes [Hardcover]

Margaret Mark , Carol Pearson , Carol S. Pearson
4.2 out of 5 stars  See all reviews (23 customer reviews)

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Book Description

January 16, 2001
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

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The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes + Archetypes in Branding: A Toolkit for Creatives and Strategists
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Editorial Reviews

From Booklist

Pearson is the president of the Center for Archetypal Studies and Applications and the author of The Hero Within: Six Archetypes We Live By (1998) and a coauthor of Magic at Work: 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 Rouse
Copyright © American Library Association. All rights reserved

Review

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)

Product Details

  • Hardcover: 400 pages
  • Publisher: McGraw-Hill; 1st edition (January 16, 2001)
  • Language: English
  • ISBN-10: 0071364153
  • ISBN-13: 978-0071364157
  • Product Dimensions: 6.4 x 1.3 x 9.3 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (23 customer reviews)
  • Amazon Best Sellers Rank: #32,769 in Books (See Top 100 in Books)

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Customer Reviews

You'll get the meat of the book without having to work so hard. Stacy Karacostas  |  1 reviewer made a similar statement
I've found this book fascinating! Karen Dimmick  |  3 reviewers made a similar statement
Most Helpful Customer Reviews
24 of 25 people found the following review helpful
5.0 out of 5 stars Understanding brand power through archetypes March 21, 2001
Format:Hardcover
For those marketers who have always had a secret predilection for using their intuition, who've harbored a belief in the hidden power of the right 'fit' in a message - The Hero and The Outlaw reads like a long, drawn-out ahhhhhhhh. Like scratching an itch. Like constant light bulbs going off in your brain, one after another. It drives to the central question behind all the 'buzz' about branding - in what exactly, and where exactly, resides the buried power of a brand? What is its hidden deep source? How come a brand 'pushes our buttons?'

The simple, graceful and very fitting answers are given by Margaret Mark and Carol Pearson in their new book The Hero and The Outlaw - Building Extraordinary Brands Through the Power of Archetypes. When a brand taps into one of their twelve major archetypes, and does so in a way that feels right and appropriate, then the brand 'works.' Consumers respond, a channel of understanding is opened, the message is received.

The twelve archetypal categories which Pearson and Mark use for their analysis are: Creator, Caregiver, Ruler, Jester, Regular Guy/Gal, Lover, Hero, Outlaw, Magician, Innocent, Explorer, Sage. For instance: Williams-Sonoma is a 'creator' brand, and so is going to carry meaning and resonance for consumers who want to craft something new in their lives. Ivory Soap is the 'purest' example of the Innocent archetype. And if Nike is a Hero brand, you can be sure that the Harley-Davidson brand is an Outlaw archetype.

While all the right brain, intuitive marketers are delighted to consider such a workable and insightful way of thinking about branding, rest assured, their more left brain associates have not been 'left' behind....

I learned from this book. Advertisements look different to me now, and I can better perceive when a brand is being true to its self and effective in its message (and sometimes, I now know why). Pearson and Mark's idea that using archetypal patterns can be a more morally responsible way of branding, is a small but intriguing thought, offered almost parenthetically.

Very few business books lead me to what feels like an 'epiphany.' (Tom Peters' Search for Excellence did when I first read it in 1989; so did Sally Helgesen's The Female Advantage in 1990, and Margaret Wheatley's Leadership and the New Science a few years ago.) To me, this book feels as though it contains the same sort of breakthrough thinking, but in terms of how to communicate, with power, in an information-saturated world. I highly recommend it. [475 words]

Cathy Brillson ...the idea farmer

ideafarm@rcnchicago.com Read more ›

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37 of 48 people found the following review helpful
3.0 out of 5 stars Disappointing September 13, 2007
Format:Hardcover
I was disappointed by the lack of rigorous thinking in this book.

Sure, different companies have different personalities and personality is part of the brand. We could even create our own set of Jungian archetypical brand personalities, and go about attaching them to different brands.

But now for a test. Is Coca Cola a Creator -- helping inspire its users to do great bubbly things? Is it a Caregiver -- showing care for others? Maybe it's a Ruler -- a tough competitor and long the top dog in Cola Wars? How about a Jester -- always at the center of a good time? Or just it's just the drink for Regular Guys and Gals? Look at the ads -- maybe its a Lover or at least a drink for Lovers sharing a soda with two straws? Or, how about an almost Heroic presence, again from ads? Sometimes, it has a sort of Outlaw feel (with folks like Mean Joe Greene playing Robin Hood handing a Coke to a kid). In the old days Coca Cola ads praised it both for giving energy and a calming effect -- though there's no archetype for either of those. So, maybe it is more a Magician -- think of some of those magical ads past and animated present and its ability to give both energy and calm the soul. Given Coca Cola's global ubiquity and appeal, it might well be the drink of Explorers. It might even be (given the caffeine) the energy drink for yuppie Sages? Well, it turns out (according to the authors), that Coke is clearly so successful because it's an "Innocent." The toughest competitor in the Cola Wars, a mixture of caffeine, water, and sugar, almost wizened from a century of success -- yeah, it's clearly an Innocent and that explains everything.

My point is that the book lacks any sense of rigor, proof, or science-like basis in fact.
... Read more ›
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4 of 4 people found the following review helpful
5.0 out of 5 stars A Missing Link in Marketing and Brand Strategy September 16, 2001
Format:Hardcover
This book marries one of the most fundamental elements of psychology to market positioning and brand strategy. Using the Jungian archetypes, the authors simplify the development of solid brands. They are replete with wonderful illustrative examples. Since the archetypes are subconscious, it has been difficult for us as marketers to understand how they operate in brand development and giving meaning to brands. The authors offer a very simple method to analyze the brand's archetype and where it fits within the competitive product category.
Even if you are not a marketing person, you will enjoy reading the archetypes, trying to figure out what most appeals to you personally - and no surprise those are usually your favorite brands.
Well written and calls upon many ancient and modern authors who understand how people behave and why.
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6 of 7 people found the following review helpful
4.0 out of 5 stars Insightful! August 31, 2001
Format:Hardcover
When you think of Apple Computer, does the image of "The Rebel" come to mind? If authors Margaret Mark and Carol S. Pearson are right, these archetypes should spring to your mind as part of the identification of these brands. The authors assert that people think in a certain subliminal way about companies based on the characteristics of archetypal personalities. Your company, they say, should define the archetype that fits its culture (is your firm an "Explorer" or an "Innocent?") and consistently brand its products accordingly. While they quote people seldom seen in business books "Carl Jung, Joseph Campbell "they insist that their ideas are practical and profitable. If you are an executive who wonders what to do to make your brand stand out, we at recommend this book to you.
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Most Recent Customer Reviews
5.0 out of 5 stars It Works!
I used this book to articulate the brand persona of my company, a software developer, and its competitors. Read more
Published 3 months ago by Russell L. Roth
5.0 out of 5 stars A must read on Branding!
This book delivers on its promise to explain branding concepts, identify the different branding archetypes, and suggest paths for developing your specific brand. Read more
Published 11 months ago by DDoc
1.0 out of 5 stars A bunch of pseudo-intellectual malarchy from brand agency people...
I bought this book after a girl I worked with gave a presentation on the summary to our strategy team. I later found out she never read the book. Read more
Published 14 months ago by Regular Guy
5.0 out of 5 stars Success at the deepest level
This book will give you the tools to create the strongest brands imaginable. It explains why the big brands out there are so super-successful and why the ones that fail do so. Read more
Published 24 months ago by John P. Blanchette
4.0 out of 5 stars Worth the read
As a professional in a field seeking recognition, I found this book an informative read. There is a wealth of information contained. Read more
Published on December 14, 2010 by Music Sparks
5.0 out of 5 stars Art and Science
There is a point where science must yield to art. This is where insight, inspiration, and intuition trump rigorous methodologies. Read more
Published on February 9, 2010 by Tutor
4.0 out of 5 stars Need clarity of your brand? Read this book
"The Hero and the Outlaw" provides a structured, intelligent, logical way to firstly categorise brands and then secondly to understand them. Read more
Published on February 8, 2009 by Businessman M-F, Fly Fisherman S-S
4.0 out of 5 stars Fascinating book!
I've found this book fascinating!

It covers 8 archetypes in relation to branding. There's a summary section and what's almost a "cheat sheet" for each archetype, with... Read more
Published on December 25, 2008 by Karen Dimmick
3.0 out of 5 stars Interesting..but a little light on the real thinking.
Well there isn't much new info in here. I really enjoyed pearson's first book on Archetypes - this one however lacks, as another reviewer put it "rigorous thinking"- for Jungian... Read more
Published on September 16, 2008 by Rudy Castle
1.0 out of 5 stars Wow, a new archetype!
Amazing... discover some (partial) new knowledge of psychology for the sole purpose of manipulating and profiting from others! Read more
Published on August 5, 2007 by Dorje
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