The Hero and the Outlaw
(For more information on these archetypes as they play out in the psyches of individuals, see Carol Pearson’s Awakening the Heroes Within. For more information on their roles in forming organizational cultures, see her book Invisible Forces.)2
Carol S. Pearson • The Hero and the Outlaw
For example, many for-profit firms (Microsoft, for one) are living out the value of becoming the premier company in the entire industry (the Ruler).
Carol S. Pearson • The Hero and the Outlaw
Organizations that thrive have at least one active archetype in each quadrant helping them to find their unique mission (individuality), create the feeling of community (belonging), get the work done (mastery), and create stabilizing structures (stability).
Carol S. Pearson • The Hero and the Outlaw
To do archetypal branding well, it is advisable to tap into the deeper, more humanly compelling quality of archetypes, rather than treating them in an incidental manner as lifeless stereotypes.
Carol S. Pearson • The Hero and the Outlaw
Access to the Internet gives them information about brands and companies, so what you say had better be the truth. If not, they surely will find out.
Carol S. Pearson • The Hero and the Outlaw
Buyers today are savvy, deeply skeptical of advertising hype, and more concerned with finding and expressing their individuality than conforming to societal norms.
Carol S. Pearson • The Hero and the Outlaw
The new breed of consumer is not as trusting, as loyal, or as malleable as those of the past.
Carol S. Pearson • The Hero and the Outlaw
Archetypes are the “software” of the psyche.
Carol S. Pearson • The Hero and the Outlaw
Therefore, the meaning of a product can be communicated very quickly simply by evoking a story or a concept that calls forth the viewer’s instinctual recognition of some fundamental, recognizable truth.