Synopsis

Behind every great brand is a great story. In The Hero and the Outlaw, advertising guru Margaret Mark and best-selling author and psychologist Carol Pearson team up to explain how marketers can make their brands or products invincible. Mark and Pearson show you how to discover the "soul" of your brand, and then express that "soul" in ways that tap into universal stories or archetypes. By following their unique approach, anyone in business can learn how to connect with their customers more deeply and create true brand icons.

Booklist

Using examples from advertising and marketing and consumer, popular, and organizational culture, Pearson and Mark show that successful brands draw on responses to such archetypes as the hero, outlaw, lover, sage, magician, creator, and innocent, and that these responses cross lifestyle and cultural boundaries.

Biography

Margaret Mark is the president of Margaret Mark Strategic Insight, a marketing consulting firm specializing in a unique form of brand management based on a deep, even primal, understanding of how consumers and brands interact. A former Executive Vice President of Young & Rubicam, her recent clients include Cablevision/Madison Square Garden, Sesame Workshop, SAP America, Polo Ralph Lauren, and the March of Dimes.

Carol S. Pearson, Ph.D., is President of CASA, the Center for Archetypal Studies and Applications, a management consultant offering integrated branding/organizational developments services, and the best-selling author of The Hero Within: Six Archetypes We Live By, Awakening the Heroes Within: 12 Archetypes to Help Us Find Ourselves and Transform Our World, Magic at Work, and the Pearsons-Marr Archetype Indicator (PMAI).

Pearson and Mark apply the concepts described in this book both

individually and in partnership. For further information, contact PearsonMark@earthlink.com.