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

Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.

Folosind studii extrase din experientele Nike, Marlboro, Ivory si ale altor marci puternice, autorii arata ca cele mai de succes marci sunt cele care corespund cel mai eficient tiparelor fundamentale din mintea inconstienta cunoscute sub numele de arhetipuri.