title: The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
author:  Margaret Mark 
description: Pearson is the president of the Center for Archetypal Studies and Applications and the author of <i>The Hero Within: Six Archetypes </i>We Live By (1998) and a coauthor of <i>Magic at </i>Work: Camelot, Creative Leadership, and Everyday Miracles (1995). Mark is a consultant specializing in business strategy and brand management. Pearson's work is based on Jungian psychology, which holds that archetypes are forms or images of a collective nature, which occur not only as myths but also as individual products of the unconscious. Using examples from advertising and marketing and consumer, popular, and organizational culture, she and Mark show that successful brands draw on responses to such archetypes as the hero, outlaw, lover, sage, magician, creator, and innocent, and that these responses cross lifestyle and cultural boundaries. They examine ways to determine which archetypal meaning is best for one's brand and provide a model for doing so. <i>David Rouse</i><br /><i>Copyright  American Library Association. All rights reserved</i>
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  Amy Corwin
  
  
  ![](images/00003.jpg)
  
  
  Regency Rendezvous
  
  A Scarsdale Publishing Perfection Imprint
  
  
  
  
  
  
  
  
  COPYRIGHT © 2017 by Amy G. Padgett Wreck and Ruin
  
  
  
  
  
  
  
  
  This is a work of fiction. Names, characters, places, incidents either are the
  product of the author’s imagination or are used fictitiously. Any resemblance
  to actual persons, living or dead, business establishments, events or locales,
  is entirely coincidental.
  
  All rights reserved. No part of this book may be used or reproduced in any
  manner whatsoever without written permission of the author, except in the case
  of brief quotations imbedded in critical articles or reviews.
  
  Contact information: [contact@amycorwin.com](mailto:contact@amycorwin.com)
  
  
  Editorial Services Provided by: Vince Dickinson
  
  > > > > Judy Lynn, Judicious Revisions LLC
  
  
  Publishing History
  
  
  
   First Edition, 2017
  
  
  
   Cover Design R. Jackson Design
  
  
  
   Images Period Images
  
  
  
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  Contents
  
  
  [Chapter One](index_split_003.html