Summary of The Hero and the Outlaw

Building Extraordinary Brands Through the Power of Archetypes

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The Hero and the Outlaw book summary
If you thought marketers were manipulative before (or if you’re a marketer who isn’t being manipulative enough), wait until you meet the innocent, the sage and the rebel — archetypes companies employ to make their products part of your life.


7 Overall

7 Applicability

9 Innovation

7 Style


When you think of Apple Computer, does the image of "The Rebel" come to mind? Does Barnes & Noble conjure up "The Sage?" 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, getAbstract recommends this book to you.

In this summary, you will learn

  • Why global competition makes effective branding imperative
  • How to use 12 archetypical brands to establish brand identity
  • Why this helps you define your company’s mission


Archetypes Matter
Experts once considered archetypal meaning in marketing to be quaint and interesting. Today defining your brand’s archetypal symbolism is a prerequisite. The idea of managing meaning is new. In the past, companies faced less competition because demand exceeded supply. ...
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About the Authors

Margaret Mark is the president of Margaret Mark Strategic Insight, a marketing consulting firm specializing in brand management. She is former Executive Vice President of Young and Rubicam and her recent clients include Cablevision/Madison Square Garden, Sesame Workshop, SAP American, Polo Ralph Lauren and the March of Dimes. Carol S. Pearson , Ph.D., is the president of CASA (Center for Archetypal Studies and Applications), a management consultant and the best-selling author of The Hero Within, Awakening the Heroes Within, Magic At Work and the "Pearsons-Mark Archetype Indicator" (PMAI).

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