The Hero and the Outlaw

This landmark work, integrating marketing with the concepts of archetypes, challenges the way in which we understand brand names and helps us understand their impact on our lives. Through Carol Pearson's work with archetypes and Margaret Mark's marketing expertise, the book offers clearly structured systems that businesses and marketing professionals can follow and replicate. Through this system, a company can connect more deeply with customers and derive the most from the expensive marketing campaigns that support today's brand names. Also of interest to general readers who want to understand advertising from an archetypal perspective.