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clearly governs her decisions regarding how to leverage her success. Rather than develop a line of cosmetics or fashion, Oprah continues to guide the American public through her book club and now a magazine. The archetypal congruence of her new enterprises with her talk show role makes her brand identity all the more clear and convincing. Even though she is the wealthiest woman in the media, she is never seen as self-serving. Rather, she is seen as a woman with a mission. It is not surprising that spirituality has become an important priority for Oprah. Spiritual Sages have entered a market economy in the 21st century. While churches still pass the collection basket, people now pay gurus from a variety of religions to speak and give workshops. People are hungry for spiritual wisdom and willing to pay to learn yoga, meditation, and spiritual perspectives from different traditions. The goal here is not only wisdom, but also peace. Deepak Chopra, for example, is as much a Sage brand as MIT is. Speaking with an Indian accent, Chopra can easily embody the image of the wise Indian guru in the public mind, which gives everything he says additional credibility. Advertising for products is taking on a more spiritual tone, sometimes in a way that seems gratuitous, as the religious imagery has nothing to do with the product. Some products, however, without the cover of humor, risk offending readers by associating religious symbols with their brands. For example, Antron carpets, by Du Pont, ran an ad with a picture of the Buddha, with text that said, “a daringly different backdrop of geometry and patterns that subtly frames, defines, and provides a new metaphor of harmony and strength. It’s Zensual. It’s zenduring.” As customers click on the company’s Web site, they are advised to “Pick a mantra. And don’t forget to breathe.” Barnes & Noble: Marketing Savvy for Booksellers Leonard Riggio purchased Barnes & Noble when it was struggling and he was a nobody. However, he understood that the action in bookstores was expanding the market. His initial strategy was shocking to other bookstores, because he used tactics similar to those of Wal-Mart, cutting prices every way he could. He made enough from doing so to keep purchasing his competition. At the same time, he kept the Barnes & Noble name, a name that conjures up the old

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype