The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes

Co-authored by Margaret Mark, The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (New York: McGraw-Hill, 2001, 2002) is a guide for authentic, values-based approaches to identifying the archetypal stories basic to an organization’s culture and for developing a clear internal and external identity that attracts customers/clients/students. It also warns against possession by the archetype and urges vigilance to avoid being drawn into its negative potentials. Translations are available in Chinese, Czech, Estonian, Portuguese, and Russian.

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