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

If you're an inspiring blogger, business owner or are service based (personal branding) or you're in the midst of creating products you need this book! I am currently rebranding my organic beauty line, and I know from products in the market that people buy based off that "soul" your products have. I also like the explanation of each archetype and how to market to that specific type of person. I've bought many books on branding but this is the best one! I would recommend this one first then how to style your brand :D

This book gave a thorough overview of each of the branding archetypes. There wasn't much, however, on how to apply the archetypes to your business. My goal was to understand the archetypes better, and this book was great for that.

Inspiration and insights on the power of archetypes in building extraordinary brands. Achieve a higher level of success and ROI utilizing the hero/heroine prototype. Karen Briscoe, author

This was a great read !! Hard to put it down. But I had to I order to answer the questions and really five deep into the concepts. It’s definitely interactive! You wanna go deeper a dive further into everything that’s being presented to on every page. It’s a great tool for understanding the deep power that lies within the field of branding.

This book will help you better understand cultures, people and the characters you keep seeing in different books and movies. It provides you the most vivid examples for the main archetypes and gives you the most practical knowledge on how and when to use every one of them.If you're in the business of storytelling, marketing or branding, you just cannot allow yourself NOT to read this book.

I used this book to articulate the brand persona of my company, a software developer, and its competitors. I developed a survey which we administered to users of our and our competitors' software and services to identify how they perceived their suppliers in terms of archetype. We got clear, differentiating results on each supplier and applied what we learned from our own users to define our archetype, which turned out to be a hybrid of the hero and caregiver. From there it was a relatively simple matter to develop a creative approach for copy, graphics and indeed, everything the company did from development to customer support. Thanks to this book we were able to target our brand strategy not to the image we wished we presented to our users and prospects, but to that which we already projected. In other words, our branding was based on truth, not fiction. We reinforced our credibility and saved marketing dollars. This book really works.

More than 15 years old now. Some of the principles have proven insightful, while others have not really stood the test of time. Also, it's funny how basic and stereotypical their perception of millennials was back then.

Enjoyed this archetypal perspective on marketing, inviting us to be creators of culture and meaning. It adds a layer of depth to the building of a brand and the desire to leave a legacy around it.