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


Book Description

A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. 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. The book provides tools and strategies to: • Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand • Harness the power of the archetype to align corporate strategy to sustain competitive advantage




Brand Vision Archetypes


Book Description

The authors present the neuromarketing foundation underlying the concept and application of Brand Vision Archetypes, clarify important issues including how many archetypes you should work with, how and when to use primary and secondary archetypes, how to avoid default and shadow archetypes, to the question of when you should change your brand vision archetype. The book includes a complete set of archetypes and guidelines for conducting a Brand Vision Archetype and a Touchpoint Engineering workshop, respectively. Kim is Head of Talent and Marketing with the Clemenger Group in Australia, which is BBDO's local advertising agency partner. Peter is a marketing consultant and neuromarketing expert who has worked with leading corporations in 20 countries on five continents.




Little Brand Book


Book Description

Do you really know what makes you unique? And how to work it? Own it? Bring it? Well lucky for you, we do. And we have the playbook to show you exactly how to thrive in business, life, and relationships. Take the Brand Boss personality test to reveal your specific archetype and how this acumen applies to your life, your relationships, your career and your company. Are you a Catalyst, Coach or Crusader? Optimist or a Woo-er? Maven or Mastermind? Poet or a Prodigy? Just like there are 12 Astrological Signs, we share the 12 Personality Archetypes and then help you drill down to unlock yours. We’ll also introduce you to female entrepreneurs who embody each particular archetype—an “InfluenceHER”—to personally share their kick-ass success stories and inspire you to unleash your talents, brains, and vision to confidently strike out on your own. Little Brand Book offers support, tools and lessons to help women succeed in business and to create abundance for yourself, your family, your company, your employees and your customers.




Branding Bud


Book Description

Never before has a book been compiled on cannabis brands and the consumers they appeal to. Once an underground commodity, with legalization in more and more states and countries, cannabis is now marketed under a variety of national brands, each with its own unique approach to targeting consumers. The global legal cannabis market was valued at US$17.7 billion in 2019 and is expected to reach US$73.6 billion in 2027. Celebrities, athletes, politicians, and large corporations alike are investing and competing in this fast-paced industry. But what makes a cannabis brand successful? What techniques do companies use to brand and market their products? What segments have been established? In Branding Bud: The Commercialization of Cannabis, David Paleschuck answers these questions, digging deep into this evolving industry to uncover what both small companies and large corporations are doing to introduce their products to the hearts and minds of cannabis consumers. The results of his exploration may surprise you. Branding Bud showcases the exciting range of products that cannabis consumers will be able to buy in a local dispensary once legalization comes to their state. The book offers a comprehensive overview and contextualization of this new segment, examining the multitude of emerging brands, their creative assets, and the strategies behind them, and the political, legal, and cultural aspects of cannabis that inform the brand landscape of today. This book is a must-read for entrepreneurs, investors, marketers, designers, and anyone interested in the rapidly growing cannabis industry. -- David Paleschuck




Branding Is Sex: Get Your Customers Laid and Sell the Hell Out of Anything


Book Description

If you hate making money and the feeling of a mind-blowing, toe curling orgasm-stay far away from this book. In "Branding is Sex," brand dominatrix Deb Gabor explains how proper brand positioning gets your customers in the mood. In just seven short and sweet chapters, Deb covers these juicy topics and more: How the most successful brands in the world get their customers laid How to never fail The Bullshit Test Who your brand should hop in the sack with (and it's not who you think) Don't rot in the brand graveyard like Blackberry, Oldsmobile, Circuit City, Compaq, Blockbuster Video, and Pets.com. Get your sexy back and move from being "just friends" with your customers to being long-term "friends with benefits." "Branding is Sex" provides you with a concrete foundation and a basic how-to plan for building or re-igniting your brand without needing a PhD.




Brand Naming


Book Description

You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.




The Archetypal Imagination


Book Description

Also available in an open-access, full-text edition at http: //oaktrust.library.tamu.edu/handle/1969.1/85764 "What we wish to know, and most desire, remains unknowable and lies beyond our grasp." With these words, James Hollis leads readers to consider the nature of our human need for meaning in life and for connection to a world less limiting than our own. In The Archetypal Imagination, Hollis offers a lyrical Jungian appreciation of the archetypal imagination. He argues that without the human mind's ability to form energy-filled images that link us to worlds beyond our rational and emotional capacities, we would have neither culture nor spirituality. Drawing upon the work of poets and philosophers, Hollis shows the importance of depth experience, meaning, and connection to an "other" world. Just as humans have instincts for biological survival and social interaction, we have instincts for spiritual connection as well. Just as our physical and social needs seek satisfaction, so the spiritual instincts of the human animal are expressed in images we form to evoke an emotional or spiritual response, as in our dreams, myths, and religious traditions. The author draws upon the work of the poet Rainer Maria Rilke's Duino Elegies to elucidate the archetypal imagination in literary forms. To underscore the importance of incarnating depth experience, he also examines a series of paintings by Nancy Witt. With the power of the archetypal imagination available to all of us, we are invited to summon courage to take on the world anew, to relinquish outmoded identities and defenses, and to risk a radical re-imagining of the larger possibilities of the world and of the self.




C. G. Jung’s Archetype Concept


Book Description

The concept of archetypes is at the core of C. G. Jung’s analytical psychology. In this interesting and accessible volume, Roesler summarises the classical theory of archetypes and the archetypal stages of the individuation process as it was developed by Jung and his students. Various applications of archetypes, in cultural studies as well as in clinical practice, are demonstrated with detailed case studies, dream series, myths, fairy tales, and so on. The book also explores how the concept has further developed as a result of research and, for the first time, integrates findings from anthropology, human genetics, and the neurosciences. Based on these contemporary insights, Roesler also makes a compelling argument for why some of Jung’s views on the concept should be comprehensively revised. Offering new insights on foundational Jungian topics like the collective unconscious, persona, and shadow, C. G. Jung’s Archetype Concept is of great interest to Jungian students, analysts, psychotherapists, and scholars.




The Seven Basic Plots


Book Description

This remarkable and monumental book at last provides a comprehensive answer to the age-old riddle of whether there are only a small number of 'basic stories' in the world. Using a wealth of examples, from ancient myths and folk tales via the plays and novels of great literature to the popular movies and TV soap operas of today, it shows that there are seven archetypal themes which recur throughout every kind of storytelling. But this is only the prelude to an investigation into how and why we are 'programmed' to imagine stories in these ways, and how they relate to the inmost patterns of human psychology. Drawing on a vast array of examples, from Proust to detective stories, from the Marquis de Sade to E.T., Christopher Booker then leads us through the extraordinary changes in the nature of storytelling over the past 200 years, and why so many stories have 'lost the plot' by losing touch with their underlying archetypal purpose. Booker analyses why evolution has given us the need to tell stories and illustrates how storytelling has provided a uniquely revealing mirror to mankind's psychological development over the past 5000 years. This seminal book opens up in an entirely new way our understanding of the real purpose storytelling plays in our lives, and will be a talking point for years to come.




Complex/Archetype/Symbol In The Psychology Of C G Jung


Book Description

This is Volume II of twelve in the Analytical Psychology Series. Originally published in 1925, this is volume one of two on the psychology of C.G. Jung which seeks to clarify and illuminate (though without going into a detailed history of their development) three basic concepts of Jung's vast intellectual edifice concepts that have given rise to numerous misunderstandings.