The Hero and the Outlaw Paperback – Import, 16 November 2002

This books makes it pretty easy to identify where your brand should lie on a persona level, what that persona talks/behaves like and then apply it consistently.The knowledge is all there, all that will be required of the reader is to stay true to course once it's been set!

Insightful and compelling.The archetype modelling framework certainly makes for deeper introspection and makes you view your brand in a new dimension

Makes it simple to understand archetypes but stops short of telling how to execute

The book is a good book. However , such terrible gift wrapping. Half the tape was on the book cover. Unbelievably shoddy job.

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.

J'ai acheté une version d'occasion pour réduire le prix mais je ne m'attendais pas à recevoir un livre sans la jaquette, dont la couverture est déchirée, et abondamment stabyloté (pas sûre que je rachète d'occasion du coup). Du coup ça réduit le plaisir de la lecture (le contenu en revanche est top)

One of the better books I have read on brands and brand archetypes. Have applied to much of my work and thinking.

The scientific approach in defining archetypes helps to reveal a common pattern in mythical stories and modern advertising.Highly recommended

I must say I'm not finished with the book yet, but it's clear from the first pages how life-changing this whole mindset is. This is definitely a different way of exploring the whole marketing concept of the most successful companies.I discovered this book during my content marketing and storytelling course at the university. The theory of archetypes changed and organized the way I think about marketing strategy.