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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.