Sublime

(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

The Magician in each one of us helps find the story that both honestly represents and genuinely ennobles both our individual and collective lives.

This book addresses the critical need, and the tremendous opportunity, to create, preserve, protect, and nurture brand meaning by leveraging its deep archetypal roots.

My so-called personality is a persona through which Soul speaks.”

The Fool teaches us that we are always expressing our selves in the world, not a single Self.

Archetypes are the “software” of the psyche.

Archetypes provide the missing link between customer motivation and product sales.

The Magician focuses on moving any archetype to its more positive manifestation so it will be useful.

An archetypal product identity speaks directly to the deep psychic imprint within the consumer, sparking a sense of recognition and of meaning.