Cover image for The hero and the outlaw : building extraordinary brands through the power of archetypes
The hero and the outlaw : building extraordinary brands through the power of archetypes
Mark, Margaret.
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Publication Information:
New York : McGraw-Hill, [2001]

Physical Description:
xii, 384 pages : illustrations ; 24 cm
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HF5415.15 .M334 2001 Adult Non-Fiction Central Closed Stacks

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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

Author Notes

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 recent clients include Cablevision/Madison Square Garden, Sesame Workshop, SAP America, Polo Ralph Lauren, and the March of Dimes.

Carol S. Pearson, Ph.D. , is President of CASA, the Center for Archetypal Studies and Applications, a management consultant offering integrated branding/organizational developments services, and the best-selling author of The Hero Within: Six Archetypes We Live By , Awakening the Heroes Within: 12 Archetypes to Help Us Find Ourselves and Transform Our World , Magic at Work , and the Pearsons-Marr Archetype Indicator (PMAI).

Pearson and Mark apply the concepts described in this book both

individually and in partnership. For further information, contact

Reviews 2

Booklist Review

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

Choice Review

In The Hero and the Outlaw, Mark (president, Margaret Mark Strategic Insight) and Pearson (president, Center for Archetypal Studies and Applications) offer a fascinating examination into the meanings of some of the world's best-known brand names. The heart of the analysis comprises 12 distinct archetypes, each described in painstaking detail, then linked to dozens of well-established brands. Written in a highly appealing, storytelling manner and organized around thought-provoking themes, the book leaves the reader eager for more. Equally important, the humanistic analysis serves as the base for an inherently practical angle to branding, one that modern marketing managers might easily implement in an attempt to truly reach their audience with a subtle yet effective behavioral science approach. As a tool, the method could provide the all-important means for differentiation, so essential in an era of product proliferation. This engaging volume will appeal to a very wide readership, ranging from advanced marketing students (upper-division undergraduate as well as graduate students) to faculty and practitioners, who should make it part of their permanent collection. Also appropriate for general readers. S. D. Clark St. John's University (NY)

Table of Contents

Part I Primal Assets: A System for the Management of Meaning
Chapter 1 The First System-Ever-for the Management of Meaning
Chapter 2 Archetypes: The Heartbeat of Enduring Brands
Chapter 3 Postmodern Marketing
Part II The Yearning for Paradise: Innocent, Explorer, Sage
Chapter 4 The Innocent
Chapter 5 The Explorer
Chapter 6 The Sage
Part III Leaving a Thumbprint on the World: Hero, Outlaw, Magician
Chapter 7 The Hero
Chapter 8 The Outlaw
Chapter 9 The Magician
Part IV No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester
Chapter 10 The Regular Guy/Gal
Chapter 11 The Lover
Chapter 12 The Jester
Part V Providing Structure to the World: Caregiver, Creator, Ruler
Chapter 13 The Caregiver
Chapter 14 The Creator
Chapter 15 The Ruler
Part VI Finding True North: Positioning an Archetypal Brand
Chapter 16 The Artichocke: Uncovering the Archetypal Meaning of Your Brand
Chapter 17 Telling Your Brand Story
Chapter 18 The Case of the March of Dimes
Part VII Deeper Waters
Chapter 19 May the Force Be With You: Capturing Category Essence
Chapter 20 The Real McCoy: Branding and Organizational Congruence
Chapter 21 Leaving a Legacy: The Ethics of Archetypal Marketing