The Hero and the Outlaw

Building Extraordinary Brands Through the Power of Archetypes

By: Margaret Mark, Carol S. Pearson

Narrated by: Randye Kaye

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

©2001 Margaret Mark and Carol S. Pearson (P)2022 McGraw Hill-Ascent Audio

Loved it!

I’ve just finished reading and listening to the heroe and the outlaw. It was exactly what I was looking for to improve my marketing with meaning. Finding out my business archetype has made a huge difference in our choices and the way we deliver our message, I’d already done this before I read the book but it certainly gave me a more profound knowledge of the subject and a deeper understanding of the massages we want to deliver and in which way.

The narrator reads the in-line citations

This is a book I really wanted to listen to since I love Carol Pearson's other book, but the narrator decided to read in-line sources to references which makes it really hard listen to. Siri might as well be narrating the book because the narrator can't tell what should be omitted from audio.