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

Margaret Mark · Carol S. Pearson

Aug 2022 · McGraw Hill-Ascent Audio · Narrated by Randye Kaye

About this audiobook

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 the author

Margaret Mark is the president of the marketing consulting firm Margaret Mark Strategic Insight. 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.

Carol S. Pearson, a world-renowned expert on depth psychology and transformational leadership, is the author of numerous books, among them the bestselling The Hero Within, Awakening the Heroes Within, The Hero and the Outlaw, and Magic at Work. She lives in Santa Barbara, California, with her husband.

Randye Kaye is an accomplished voice talent, actress, singer, broadcaster, and author. She received a Listen-Up Award nomination and starred reviews for Ben Behind His Voices, which she also wrote, bringing together the various facets of her career.