The Hero and the Outlaw

Mark, M., & Pearson, C. S. (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. McGraw-Hill.

Type

Book

Intellectual base

Textbook

Year

2001

Link

https://archive.org/details/herooutlaw0000unse

Cited from

psychology

Cited by

1 citation across 1 artifact.

Primes

• Archetype
  • Branding and marketing apply brand archetypes (Pearson and Mark's The Hero and the Outlaw codified twelve: Hero, Outlaw, Sage, Innocent, Explorer, Lover, Creator, Magician, Lover, Everyman, Caregiver, Lover) to give brands coherent, recognizable personalities that audiences can intuitively grasp and resonate with, enabling rapid brand differentiation in competitive markets.

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