The Hero and the Outlaw
The management of meaning is about selling products, but it also is about selling meaning with integrity. If companies fulfill their meaning promise to the same degree that they deliver quality products, they help customers in two ways: (1) by providing a functional product or service and (2) by helping people to experience meaning in ordinary life
... See moreCarol S. Pearson • The Hero and the Outlaw
Brands that become truly iconic are archetypal through and through.
Carol S. Pearson • The Hero and the Outlaw
many politicians who fail to get either elected or reelected never establish a consistent archetypal identity.
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
Understanding and leveraging archetypal meaning, once an interesting “bonus” to effective marketing, is now a prerequisite.
Carol S. Pearson • The Hero and the Outlaw
Archetypes provide the missing link between customer motivation and product sales.
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
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
Products grab—and keep—our attention for the same reason: They embody an archetype.