Why read The Hero and the Outlaw?

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

Book description

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…

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Why read it?

1 author picked The Hero and the Outlaw as one of their favorite books. Why do they recommend it?

Keith A. Quesenberry

Author

This book is all about brand building and it was integral to my advertising copywriting days.

Mark and Pearson use Jung’s 12 archetypes to classify brands, consumer markets, and consumers. We used their system to help our clients identify brand meaning and archetype and then used that as the basis for establishing relationships with customers.

Knowing the brand archetype helped me know what type of character’s story to tell. Brand and story archetypes become a shortcut to letting an audience and prospective customer know your brand story is about their story.

From Keith's list on business books to master the art and science of brand storytelling.