Using examples from advertising and marketing and consumer, popular, and organizational culture, Pearson 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.
Foreword By Alex Kroll
Acknowledgments
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 : Lessons in a Lobby
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
Index
