Marketing Insider: Archetypes In Boomer Branding

“The Hero and the Outlaw” is a seminal work in the way we understand branding in the modern age. Written in 2001 by Margaret Mark and Carol Pearson, the book employs real-world examples to help
readers understand how organizations have crafted the public perception of their business. The core of the books revolves around the 12 brand archetypes, which the authors created as an extension of
the works of psychoanalyst Carl Jung.


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