getAbstract Summary: Get the key points from this book in less than 10 minutes.

When you think of Apple Computer, does the image of "The Rebel" come to mind? Does Barnes & Noble conjure up "The Sage?" If authors Margaret Mark and Carol S. Pearson are right, these archetypes should spring to your mind as part of the identification of these brands. The authors assert that people think in a certain subliminal way about companies based on the characteristics of archetypal personalities. Your company, they say, should define the archetype that fits its culture (is your firm an "Explorer" or an "Innocent?") and consistently brand its products accordingly. While they quote people seldom seen in business books - Carl Jung, Joseph Campbell - they insist that their ideas are practical and profitable. If you are an executive who wonders what to do to make your brand stand out, getAbstract recommends this book to you.

Book Publisher:

McGraw-Hill