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- catalog abstract ""The Hero and the Outlaw offers a clearly structured system that all business and marketing professionals can follow and replicate. Readers will learn how to understand the deep meaning of their product category and "claim" it for their brand, how to assess the competitive landscape from an archetypal perspective, how to connect with customers more deeply, and how to tell their brand's story in a way that echoes the most enduring and beloved story patterns, the world over." "Illuminating the untapped potential underlying every stage of the marketing mix the authors also show how the brand story begins with the product itself, and can be communicated not only in the advertising, but also in event marketing, public relations, organizational culture/policies, and philanthropic efforts. The book's fascinating culmination puts it all together with a discussion of how the deep meaning of a product category itself can inspire a unique and compelling brand identity."--Jacket.".
- catalog contributor b12944762.
- catalog contributor b12944763.
- catalog created "c2001.".
- catalog date "2001".
- catalog date "c2001.".
- catalog dateCopyrighted "c2001.".
- catalog description ""The Hero and the Outlaw offers a clearly structured system that all business and marketing professionals can follow and replicate. Readers will learn how to understand the deep meaning of their product category and "claim" it for their brand, how to assess the competitive landscape from an archetypal perspective, how to connect with customers more deeply, and how to tell their brand's story in a way that echoes the most enduring and beloved story patterns, the world over." "Illuminating the untapped potential underlying every stage of the marketing mix the authors also show how the brand story begins with the product itself, and can be communicated not only in the advertising, but also in event marketing, public relations, organizational culture/policies, and philanthropic efforts. The book's fascinating culmination puts it all together with a discussion of how the deep meaning of a product category itself can inspire a unique and compelling brand identity."--Jacket.".
- catalog description "1. The first system-ever-for the management of meaning. -- 2. Archetypes: The heartbeat of enduring brands. -- 3. Postmodern marketing. -- 4. The innocent. -- 5. The explorer. -- 6. The sage. -- 7. The hero. -- 8. The outlaw. -- 9. The magician. -- 10. The regular guy/gal. -- 11. The lover. -- 12. The jester. -- 13. The caregiver. -- 14. The creator. -- 15. The ruler. -- 16. The artichocke: Uncovering the archetypal meaning of your brand. -- 17. Telling your brand story. -- 18. The case of the March of Dimes. -- 19. May the force be with you: Capturing category essence. -- 20. The real Mccoy: Branding and organizational congruence. -- 21. Leaving a legacy: The ethics of archetypal marketing.".
- catalog description "Includes bibliographical references and index.".
- catalog extent "xii, 384 p. :".
- catalog hasFormat "Hero and the outlaw.".
- catalog identifier "0071364153 (acid-free paper)".
- catalog isFormatOf "Hero and the outlaw.".
- catalog issued "2001".
- catalog issued "c2001.".
- catalog language "eng".
- catalog publisher "New York : McGraw-Hill,".
- catalog relation "Hero and the outlaw.".
- catalog subject "658.8/27 21".
- catalog subject "Brand name products.".
- catalog subject "Branding (Marketing)".
- catalog subject "HF5415.15 .M334 2001".
- catalog subject "Product management.".
- catalog tableOfContents "1. The first system-ever-for the management of meaning. -- 2. Archetypes: The heartbeat of enduring brands. -- 3. Postmodern marketing. -- 4. The innocent. -- 5. The explorer. -- 6. The sage. -- 7. The hero. -- 8. The outlaw. -- 9. The magician. -- 10. The regular guy/gal. -- 11. The lover. -- 12. The jester. -- 13. The caregiver. -- 14. The creator. -- 15. The ruler. -- 16. The artichocke: Uncovering the archetypal meaning of your brand. -- 17. Telling your brand story. -- 18. The case of the March of Dimes. -- 19. May the force be with you: Capturing category essence. -- 20. The real Mccoy: Branding and organizational congruence. -- 21. Leaving a legacy: The ethics of archetypal marketing.".
- catalog title "The hero and the outlaw : building extraordinary brands through the power of archetypes / Margaret Mark and Carol S. Pearson.".
- catalog type "text".