2 Results tagged "branding"

by Carol S. Pearson, PhD, DMin

After Awakening the Heroes Within (1991) was published, I began to recognize the archetypes I wrote about being used in advertisements. I was aware that too many individuals and organizations focus on promoting an image of themselves unrelated to what they genuinely care about and value. When there is a large gap between the real self and what we are trying to convince the world we are, the result is, at best, a shallow and empty life.

Archetypes, Brands, and the Quest for Meaning

by Margaret Mark

In Margaret Mark's career in advertising, she was often dumbfounded by the extent to which brands took on meaning for people - often across cultures and over decades. Apple, Coke, Disney, Nike. What made these entities so powerful, with the capacity to transcend time and place?

In this article Mark describes her quest for insight and how it eventually led her to archetypes and Carol Pearson's work.