Table of contents for The hero and the outlaw : building extraordinary brands through the power of archetypes / Margaret Mark and Carol S. Pearson.

Bibliographic record and links to related information available from the Library of Congress catalog

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 Part I: Primal Assets: A System for the Management of Meaning.
 Chapter 1: The First System-Ever-for the Management of Meaning.
 Chapter 2: Archetypes: The Heartbeat of Enduring Brands.
 Chapter 3: Postmodern Marketing.
 Part II: The Yearning for Paradise: Innocent, Explorer, Sage.
 Chapter 4: The Innocent.
 Chapter 5: The Explorer.
 Chapter 6: The Sage.
 Part III: Leaving a Thumbprint on the World: Hero, Outlaw, Magician.
 Chapter 7: The Hero.
 Chapter 8: The Outlaw.
 Chapter 9: The Magician.
 Part IV: No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester.
 Chapter 10: The Regular Guy/Gal.
 Chapter 11: The Lover.
 Chapter 12: The Jester.
 Part V: Providing Structure to the World: Caregiver, Creator, Ruler.
 Chapter 13: The Caregiver.
 Chapter 14: The Creator.
 Chapter 15: The Ruler.
 Part VI: Finding True North: Positioning an Archetypal Brand.
 Chapter 16: The Artichocke: Uncovering the Archetypal Meaning of Your Brand.
 Chapter 17: Telling Your Brand Story.
 Chapter 18: The Case of the March of Dimes.
 Part VII: Deeper Waters.
 Chapter 19: May the Force Be With You: Capturing Category Essence.
 Chapter 20: The Real McCoy: Branding and Organizational Congruence.
 Chapter 21: Leaving a Legacy: The Ethics of Archetypal Marketing.

Library of Congress subject headings for this publication: Product management, Brand name products, Brand name products Marketing