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

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

Carol S. Pearson, Margaret Mark

400 pages • first pub 2001 (editions)

nonfiction business psychology challenging informative reflective medium-paced
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Description

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 ...

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