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The Hero and the Outlaw - Margaret Mark
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Margaret Mark:
The Hero and the Outlaw - hardcover

ISBN: 9780071364157

ID: 9780071364157

This book describes a system of meaning management, the first-ever systematic approach to successful brand meaning. 'This book illuminates the most ancient grooves in our mental architecture, which Carol Jung described as archetypes, and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here, which, if understood correctly, can bring a rare vitality to a brand or a corporation' - From the Foreward by Alex Kroll former Creative Director, CEO and Chairman of Young & Rubicam. Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and used and admired by consumers the world over. But in spite of all the books and banter about branding, few companies come even close to developing iconic identities for their brands. New Internet brands are being born every minute, with lots of flash and fanfare, but often with no real human connection to make them truly relevant.At the same time, mature brands are diluting their identities in an attempt to respond to shifting trends, while other others attempt to graft meaning onto products in artificial and ineffectual ways. As a result, millions of advertising and promotional dollars are being squandered. Understanding and leveraging archetypal meanings - that is, finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts - are key prerequisites to effective marketing in today's intensely competitive and complex environment. Archetypes - which can be found in reoccurring patterns in art, literature, myth and fables - show us the way. Carol Pearson and Margaret reveal that when these deep psychic imprints are understood and employed, brands not only gain meaning, but companies can also gain market share and increase shareholder value. Yet, until now, no system has been available to help guide the management of archetypal meaning.Best-selling author Carol Pearson has spent 30 years developing systematic psychological frameworks and applying and field-testing them in business and educational settings. Margaret Mark is the strategist behind many of today's most enduring and successful brands, from AT&T and Kraft Foods to General Motors and Madison Square Garden. Together, Mark and Pearson have created the first systematic methodology for leveraging archetypal meanings to build successful brands. In an easily accessible way, The Hero and the Outlaw offers a clearly structured system that all business and marketing professionals can follow and replicate.After presenting the compelling concept of archetypal meaning, the authors demonstrate specific methods for implementing this concept into real-world setting, including: how to understand the deep meaning of your product category and claim it for your brand, how to assess the competitive landscape from an archetypal perspective, how to connect with customers more deeply, and how to tell your brand's story in a way that echoes the most enduring and beloved story patterns, the world over. Readers will learn how to strip away surface information to discover the deeper core meanings that can make a product, service, or organization a winning brand.Illuminating the untapped potential underlying every stage of the marketing mix, the authors also show how the brand story begins with the product itself, and can be communicated not only in the advertising, but also in event marketing, public relations, organizational culture/policies, and philanthropic efforts. Such efforts flow naturally when a company knows its core values and lives the great story of the archetype that embodies them. The books' fascinating culmination puts it all together with an illumination of how the deep meaning of a product category, itself can inspire a unique and compelling brand identity. This final chapter also shows how products can be effectively marketed in ways that reinforce positive potentials within customers and the society as a w...; Non-Fiction>Health Lifestyle and Well-being>Health and Well-being>Psychology; Hardback, McGraw-Hill Education - Europe

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The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes - Margaret Mark, Carol S. Pearson
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Margaret Mark, Carol S. Pearson:
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes - hardcover

ISBN: 0071364153

[SR: 36126], Gebundene Ausgabe, [EAN: 9780071364157], Mcgraw-Hill Education - Europe, Mcgraw-Hill Education - Europe, Book, [PU: Mcgraw-Hill Education - Europe], Mcgraw-Hill Education - Europe, The Hero and the Outlaw 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. Full description, 58174011, Biographien & Geschichte, 58173011, Business, Karriere & Geld, 54071011, Genres, 52044011, Fremdsprachige Bücher, 58317011, Werbung, 58316011, Marketing & Verkauf, 58173011, Business, Karriere & Geld, 54071011, Genres, 52044011, Fremdsprachige Bücher, 58319011, Marketing, 1322114031, Direkt, 58325011, Forschung, 1322115031, Industriell, 58323011, Multilevel, 1322116031, Produktmanagement, 1322117031, Telemarketing, 58278011, Web Marketing, 58288011, Weltweit, 58316011, Marketing & Verkauf, 58173011, Business, Karriere & Geld, 54071011, Genres, 52044011, Fremdsprachige Bücher, 69108011, Sozialwissenschaften, 69109011, Anthropologie, 56779011, Archäologie, 69165011, Besondere Gruppen, 69180011, Bibliotheks- & Informationswissenschaften, 69119011, Bräuche & Traditionen, 1321878031, Demographie, 65292011, Diskriminierung & Rassismus, 1321879031, Emigration & Immigration, 69122011, Folklore & Mythologie, 69135011, Forschung, 69123011, Frauen- & Geschlechterforschung, 69129011, Gerontologie, 69178011, Gewalt in der Gesellschaft, 69130011, Humangeographie, 69177011, Kindheitsforschung, 69272011, Linguistik, 69179011, Medienwissenschaften, 1321880031, Methodik, 1321881031, Nachschlagewerke, 69132011, Philanthropie & Wohltätigkeit, 69214011, Philosophie, 69216011, Politikwissenschaften, 64591011, Popkultur, 69133011, Pornographie, 69136011, Sozialarbeit, 69137011, Soziologie, 69176011, Statistik, 69028011, Sachbücher, 54071011, Genres, 52044011, Fremdsprachige Bücher

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The Hero and the Outlaw - Carol S. Pearson#Margaret Mark
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Carol S. Pearson#Margaret Mark:
The Hero and the Outlaw - new book

ISBN: 9780071364157

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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 Building Extraordinary Brands Through the Power of Archetypes Buch (fremdspr.) Bücher>Fremdsprachige Bücher>Englische Bücher, MCGRAW-HILL Higher Education

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Hero and Outlaw : Building Extraordinary Brands through the Power of Archetypes - Margaret Mark and Carol S. Pearson
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Hero and Outlaw : Building Extraordinary Brands through the Power of Archetypes - hardcover

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Excellent Marketplace listings for "Hero and Outlaw : Building Extraordinary Brands through the Power of Archetypes" by Margaret Mark and Carol S. Pearson starting as low as $14.99! 9780071364157,0071364153,hero,outlaw,building,extraordinary,brands,through,power,archetypes,margaret,mark,carol,pearson Business & Economics > Marketing > Branding Hardback, McGraw-Hill Publishing Company

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The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes - Margaret Mark; Carol S. Pearson
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Margaret Mark; Carol S. Pearson:
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes - hardcover

2001, ISBN: 0071364153

ID: 21644821385

[EAN: 9780071364157], Neubuch, [PU: McGraw-Hill Professional], Business & Economics|General, Business & Economics|Marketing|General, Business & Economics|Production & Operations Management, Business & Economics|Reference

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

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

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


EAN (ISBN-13): 9780071364157
ISBN (ISBN-10): 0071364153
Hardcover
Paperback
Publishing year: 2001
Publisher: MCGRAW HILL BOOK CO
384 Pages
Weight: 0,744 kg
Language: eng/Englisch

Book in our database since 27.04.2007 00:13:42
Book found last time on 01.09.2017 15:53:58
ISBN/EAN: 9780071364157

ISBN - alternate spelling:
0-07-136415-3, 978-0-07-136415-7


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