The Hero and the Outlaw Quotes

“The management of meaning is about selling products, but it also is about selling meaning with integrity. If companies fulfill their meaning promise to the same degree that they deliver quality products, they help customers in two ways: (1) by providing a functional product or service and (2) by helping people to experience meaning in ordinary life. If they do not, they are unlikely to compel brand loyalty.”
― Margaret Mark, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

“Archetypal psychology helps us understand the intrinsic meaning of product categories and consequently helps marketers create enduring brand identities that establish market dominance, evoke and deliver meaning to customers, and inspire customer loyalty—all, potentially, in socially responsible ways.”
― Margaret Mark, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

“One measure of how deeply these myths express elemental human concerns is the extent to which they are both timeless and universal. Mythologists and anthropologists see the same themes, situations, and stories played out again and again, across the ages and around the globe. Perhaps”
― Margaret Mark, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

“The poet W.H. Auden wrote that people come in two varieties: Utopians, who imagine the perfect world in the future, and Edenists, who, if life is not perfect now, believe it once was in the past.”
― Margaret Mark, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

“The Young & Rubicam analysis explored changes in EVA and MVA from 1993 to 1999 for a set of 50 well-known and highly regarded brands, such as American Express, American Greetings, Fruit of the Loom, Disney, Kodak, Sears, Heinz, Harley-Davidson, and The Gap. The relationship of changes in these fundamental financial indicators was profiled among two sets of brands: those with “tightly defined” archetypal identities, whose closest secondary relationship was 10% or more below the first, and a “confused” set of brands, whose secondary archetype was within this 10% boundary. Each set consisted of an equal number of brands. The analysis showed that the MVA of those brands strongly aligned with a single archetype rose by 97% more than the MVA of confused brands. Also, over the six-year period under study, the EVA of strongly aligned brands grew at a rate 66% greater than that of the EVA of weakly aligned brands.”
― Margaret Mark, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

“The new breed of consumer is not as trusting, as loyal, or as malleable as those of the past.”
― Margaret Mark, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes