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 kno...
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reviews
May 30, 2009
Elizabeth
rated it: 
from the library c2001
copy p 18,195 sidebars:p54,72,89,106,124,142,166,179,197,210,228,245
Part l Primal Assets: a system for managing meaning
ch1 the first system ever for the management of meaning
ch2 archtypes: the heartbeat of enduring brands
ch3 post modern thinking
Part ll the yearning for paradise: innocent, explorer, sage
ch4 the innocent
ch5 the explorer
ch6 the sage
part lll leaving a thumbprint on the wo More...
copy p 18,195 sidebars:p54,72,89,106,124,142,166,179,197,210,228,245
Part l Primal Assets: a system for managing meaning
ch1 the first system ever for the management of meaning
ch2 archtypes: the heartbeat of enduring brands
ch3 post modern thinking
Part ll the yearning for paradise: innocent, explorer, sage
ch4 the innocent
ch5 the explorer
ch6 the sage
part lll leaving a thumbprint on the wo More...
Aug 08, 2011
Rodrigo
rated it: 
One of those books that really changed your life. I started reading it out of business motivation: archetypes are a wonderfool tool for my job so I wanted to know more about that. Not only I found an amazing system to develop brand and communication strategies (already used it: it does work!!), but as I got deeper into the reading I began applying the archetypes theory to my daily life, first myself then others'. It's really amazing! It can be applied to everything, everywhere. It's like the Zod
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Oct 31, 2011
Elizabeth
rated it: 
from the library c2001
(temporarily) from the library computor:
Booklist Reviews
Pearson is the president of the Center for Archetypal Studies and Applications and the author of The Hero Within: Six Archetypes We Live By (1998) and a coauthor of Magic at Work: Camelot, Creative Leadership, and Everyday Miracles (1995). Mark is a consultant specializing in business strategy and brand management. Pearson's work is based on Jungian psychology, which holds that archetypes are f More...
(temporarily) from the library computor:
Booklist Reviews
Pearson is the president of the Center for Archetypal Studies and Applications and the author of The Hero Within: Six Archetypes We Live By (1998) and a coauthor of Magic at Work: Camelot, Creative Leadership, and Everyday Miracles (1995). Mark is a consultant specializing in business strategy and brand management. Pearson's work is based on Jungian psychology, which holds that archetypes are f More...
Sep 09, 2010
Anya
rated it:
I'm finding this book helpful in understanding the archetypes of our culture--when you fit a strong archetype, or connect to one through your branding and placement, people can relate better because you are connecting to the mythic.
Jan 27, 2009
Jim
rated it: 
An indespensible book, the indespensible book on branding. I am so happy that so many among my competition have never heard of this book. Wow. It's an awesome branding textbook and as thick as one, too.
Jan 30, 2012
JC
rated it:
Highly poignant in the field of marketing and creative design. The authors organize archetypes across legends and contemporary mythos to design a ladder of vital characters that can be operated through different media. This is very useful for all those in the marketing field who want to create pertinent evocative images for their brands. Their methods are a vital tool for any writer as well, wishing to do the same. Absolutely a must read for all book lovers to truly understand how the same st
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Jan 09, 2009
Thomas
rated it:
A good introductory insight to the link between archetype and it consumer applications and manifestations.
Feb 14, 2010
Ghennipher
rated it:
Awesome read about branding. A study on meaning and brand differentiation. Excellent book!
Jul 26, 2010
Jessica
rated it:
hard to read cover-to-cover, but very interesting philosophy on positioning a brand.
May 16, 2007
Amanda
rated it:
My boss loaned this to me. Even if you're not interested in advertising or marketing, this is actually a pretty good book. It basically talks about archetypes and how they work with examples of various brands and products. Good if you're into how society and advertising "manipulate" people.
May 02, 2011
Mackenzie
rated it:
if you are in advertising or anything really that has to do with media, this is a must read.
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