A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies to: • Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand • Harness the power of the archetype to align corporate strategy to sustain competitive advantage
This text looks at the importance of product branding. It shows how branding works, how to manage it, and how to use branding strategically. Using studies of other powerful brands, this book shows that successful branding corresponds to basic patterns of archetypes found in the unconcious mind.
Archetypes in Branding: A Toolkit for Creatives and Strategists offers a highly participatory approach to brand development. Combined with a companion deck of sixty original archetype cards, this kit will give you a practical tool to: Reveal your brand's motivations, how it moves in the world, what its trigger points are and why it attracts certain customers. Forge relationships with the myriad stakeholders that affect your business. Empower your team to access their creativity and innovate with integrity. Readers will use this tool over and over again to inform and enliven brand strategy, and to create resonant and authentic communications. For more information visit www.archetypesinbranding.com.
"The heroic quest is about saying 'yes' to yourself and in so doing, becoming more fully alive and more effective in the world. . . . The quest is replete with dangers and pitfalls, but it offers great rewards: the capacity to be successful in the world, knowledge of the mysteries of the human soul, and the opportunity to find and express your unique gifts in the world." In this bold and original work, Carol S. Pearson shows that the heroic quest isn't just for certain people under special circumstances. Exploring the many heroic paths available to each of us, at every point in our lives, her innovative program enables us to live heroically by activating and applying twelve archetypes in our lives. This companion to the bestselling The Hero Within outlines twelve archetypal patterns that can aid inner development and the quest for wholeness. These archetypes are inner guides that can help us prepare for the journey, by learning how to become successful members of society; embark upon the quest, by becoming initiated into the mysteries of the human soul; and return to transform our lives as a result of claiming our uniqueness and personal power. Writing for individuals seeking to realize their full potential and professionals engaged in empowering others, Pearson shows how journeys differ by the age, gender, and cultural background of the seeker, and how archetypes help awaken the capacities of our psyches. A unique diagnostic test, the Heroic Myth Index, and exercise are included to help us understand and awaken our inner guides.
Argues that cultural archetypes shape our lives and relationships, shows how to use these archetypes to control our lives, and provides practice exercises.
Nautilus Award Winner In this empowering work, the bestselling author of The Hero Within and Awakening the Heroes Within speaks to the heroine in every woman, offering potent strategies to forge lives of greater happiness and fulfillment—through activating the archetypes inherent in the ancient Greek myth of Demeter and Persephone. Our era of professional and familial pressures, constant connection, and a renewed debate on “having it all” presents unprecedented challenges to contemporary women. In Persephone Rising, celebrated scholar of depth psychology and archetypes Carol S. Pearson brings a fresh vision for meeting those challenges and rising above them, as only she can. Drawing on her profound understanding of myth's enduring power to catalyze transformations, Pearson guides readers on a journey of self-discovery, teaching us how to activate and apply the archetypes of Demeter and Persephone, as well as Zeus and Dionysus, in our own lives— empowering readers to see the unexpected choices and opportunities available to us all. Illuminating ancient wisdom for a modern audience, Persephone Rising offers meaningful and effective strategies to answer the call to heroism in our own lives: to locate and harness the unique potential within each of ourselves, and ultimately to develop our own innate heroic gifts. Just as Demeter and Persephone discovered, in the midst of great difficulty, their own powers, gifts, and abilities for creating a better path not only for themselves, but the world, Persephone Rising teaches that each one of us has more options than choosing whether to lean in or out—we have the power to change ourselves, and thus our world.
THE HERO WITHIN In 'The Hero with a Thousand Faces', Joseph Campbell introduced readers to the significance of myth and archetype in understanding who we are and how we live our lives. Carol Pearson's best-selling 'The Hero Within' combines liter
"We want life to be less arduous and more delightful. We want to be able to think differently about how to organize human activities." So begins A Simpler Way, an exploration of a radically different world view that will reshape how we think about organizing all human endeavor. Margaret J. Wheatley and coauthor Myron Kellner-Rogers explore the question: "How could we organize human endeavor if we developed different understandings of how life organizes itself?" They draw on the work of scientists, philosophers, poets, novelists, spiritual teachers, colleagues, audiences, and their own experience in search of new ways of understanding life and how organizing activities occur. A Simpler Way presents a profoundly different world view that can change how we live our lives and how we can create organizations that thrive. A Simpler Way explores fundamental new beliefs about organizations and life. Like Leadership and the New Science, this new book is rooted in science but breaks new ground by developing insights from literature, spiritual teachings, and direct experience. The authors challenge many assumptions about life, organizations, and change, while providing inspiration and guidance for readers on their own journey to a simpler way to organize their endeavors. The authors describe a new paradigm of life as self-organizing and coevolving, drawing on sources that support modern science but predate its findings by thousands of years. They examine five major themes-play, organization, self, emergence, and coherence-each grounded in both the science and philosophy of a world that knows how to organize itself. Each theme is explored in depth, and then applied to how we think about human organizations. The book begins and ends with photo essays, providing visual imagery that recalls readers to their own experience with a world that is creative, playful, and self-organizing. Written in a relaxed, poetic, and inviting style, the book welcomes the reader into this exploration of a new way of being in the world, one which can give us increased organizing capacity and effectiveness with less of the stress that plagues us now.
If you hate making money and the feeling of a mind-blowing, toe curling orgasm-stay far away from this book. In "Branding is Sex," brand dominatrix Deb Gabor explains how proper brand positioning gets your customers in the mood. In just seven short and sweet chapters, Deb covers these juicy topics and more: How the most successful brands in the world get their customers laid How to never fail The Bullshit Test Who your brand should hop in the sack with (and it's not who you think) Don't rot in the brand graveyard like Blackberry, Oldsmobile, Circuit City, Compaq, Blockbuster Video, and Pets.com. Get your sexy back and move from being "just friends" with your customers to being long-term "friends with benefits." "Branding is Sex" provides you with a concrete foundation and a basic how-to plan for building or re-igniting your brand without needing a PhD.
It's a tough time to be a scientist: universities are shuttering science departments, federal funding agencies are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this antiscience climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate. As an astrophysicist at NASA, Kuchner knows that "marketing" can seem like a superficial distraction, whether your daily work is searching for new planets or seeking a cure for cancer. In fact, he argues, it's a critical component of the modern scientific endeavor, not only advancing personal careers but also society's knowledge. Kuchner approaches marketing as a science in itself. He translates theories about human interaction and sense of self into methods for building relationships-one of the most critical skills in any profession. And he explains how to brand yourself effectively-how to get articles published, give compelling presentations, use social media like Facebook and Twitter, and impress potential employers and funders. Like any good scientist, Kuchner bases his conclusions on years of study and experimentation. In Marketing for Scientists, he distills the strategies needed to keep pace in a Web 2.0 world.
