The Hero and the Outlaw, Margaret Mark
The Hero and the Outlaw, Margaret Mark
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The Hero and the Outlaw
Building Extraordinary Brands Through the Power of Archetypes

Author: Margaret Mark, Carol S. Pearson

Narrator: Randye Kaye

Unabridged: 15 hr 16 min

Format: Digital Audiobook Download

Published: 08/30/2022

Synopsis

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 bestselling 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

About Margaret Mark

Margaret Mark is the president of Margaret Mark Strategic Insight, a marketing consulting firm specializing in a unique form of brand management based on a deep, even primal, understanding of how consumers and brands interact. A former executive vice president of Young & Rubicam, her clients include Cablevision/Madison Square Garden, Sesame Workshop, SAP America, Polo Ralph Lauren, and the March of Dimes.

Reviews

Goodreads review by Catherine on September 25, 2023

Written for the marketing professional facing down a new millennium, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes outlines twelve stories that have permeated global societies throughout time. The authors claim that these archetypes are the key to marketing a......more

Goodreads review by Jerard on April 02, 2020

A crucial guidepost for brand building. Probably a better reference than a straight read, but full of practical wisdom well beyond books of its category. Though many examples used in the book are dated, most stand the test of time and are educational.......more

Goodreads review by Massimo on June 29, 2024

"No one wants the field of marketing to become the nursemaid of culture, preaching about what people should and should not do". While the book could benefit from a clearer and simpler structure, Mark and Pearsons's well grounded and informed work remains an essential read for every marketeer, in a wo......more

Goodreads review by Kiryll on February 22, 2024

My first dive into the Jungian archetypes, and I'm surprised they haven't been on my radar before. It's great to see how they find their applicability in marketing and how important it is to stick to some particular archetype. Some of this can be considered common sense, but you want to bang your he......more

Goodreads review by Carrington on May 07, 2020

This is such a great intro/basic marketing book. I believe it is going to be a significant help to me for a very long time! I found my mind brimming with ideas as I read it. Despite quite a few errors in the editing (of course the Pillsbury Doughboy's image was not tarnished by his appearance in Gho......more

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