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Building Extraordinary Brands Through the Power of Archetypes.

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I don’t write book reviews. Not since high school. But this is an exception. The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001) by co-authors, Margaret Mark and Carol S. Pearson, has changed how I see brands. The lens of cultural archetypes opens possibilities and narrows focus for greater impact in identity design, brand messaging, and campaign marketing. This book deserves more attention.

Their thesis is built on psychiatrist, Carl Jung’s understanding of psychological archetypes through events, relationships, and motifs. …

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Matt Yow

Coffee, books, heavy metal, graphic design.

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