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The hero and the outlaw: building extraordinary brands through the power of archetypes

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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.

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Product Details
McGraw-Hill
007138118X / 9780071381185
eBook (Adobe Pdf, EPUB)
658.827
16/02/2001
English
384 pages
Copy: 10%; print: 10%
general /research & professional Learn More
Description based on print version record.