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

"This provocative and insightful book could and should revolutionize the world of marketing."--Margaret Wheatley

Using studies drawn from the experiences of Nike, Ivory, and other powerhouse brands, the authors show companies how to create a brand that most effectively corresponds to archetypes--fundamental patterns in the unconscious mind--and capture the consumers' attention and loyalty.