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
Inhaltsverzeichnis
< H2> Part I: Primal Assets: A System for the Management of Meaning. < H3> Chapter 1: The First System-Ever-for the Management of Meaning. < H3> Chapter 2: Archetypes: The Heartbeat of Enduring Brands. < H3> Chapter 3: Postmodern Marketing. < H2> Part II: The Yearning for Paradise: Innocent, Explorer, Sage. < H3> Chapter 4: The Innocent. < H3> Chapter 5: The Explorer. < H3> Chapter 6: The Sage. < H2> Part III: Leaving a Thumbprint on the World: Hero, Outlaw, Magician. < H3> Chapter 7: The Hero. < H3> Chapter 8: The Outlaw. < H3> Chapter 9: The Magician. < H2> Part IV: No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester. < H3> Chapter 10: The Regular Guy/Gal. < H3> Chapter 11: The Lover. < H3> Chapter 12: The Jester. < H2> Part V: Providing Structure to the World: Caregiver, Creator, Ruler. < H3> Chapter 13: The Caregiver. < H3> Chapter 14: The Creator. < H3> Chapter 15: The Ruler. < H2> Part VI: Finding True North: Positioning an Archetypal Brand. < H3> Chapter 16: The Artichocke: Uncovering the Archetypal Meaning of Your Brand. < H3> Chapter 17: Telling Your Brand Story. < H3> Chapter 18: The Case of the March of Dimes. < H2> Part VII: Deeper Waters. < H3> Chapter 19: May the Force Be With You: Capturing Category Essence. < H3> Chapter 20: The Real McCoy: Branding and Organizational Congruence. < H3> Chapter 21: Leaving a Legacy: The Ethics of Archetypal Marketing.
