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Business/Investing The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

Posted on 2010-03-16




Name:Business/Investing The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
ASIN/ISBN:0071364153
Language:English
File size:21.46 Mb
Publisher: McGraw-Hill
Publish Date: 2001
ISBN: 0071364153
File Type: PDF
Pages: 400 pages
File Size: 21.46 MB
   Business/Investing The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

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Margaret Mark, Carol S. Pearson, "The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes"

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:

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