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The Hero


The Hero identity may be right for your brand if ●

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you have an invention or innovation that will have a major impact on the world your product helps people perform at their upper limit you are addressing a major social problem and asking people to step up to the plate to help address it you have a clear opponent or competitor you want to beat you are the underdog and want to rival the competition the strength of your product or service is its ability to do a tough job efficiently and well you need to differentiate your product from one that has problems with follow-through your customer base identifies itself as good, moral citizens

communicate some value that ennobles life. “The battle of the twenty-first century,” he writes, “will be fought on a microfront where the bone of contention is the individual’s attention.” “Companies,” he continues, “will gradually enter the market for convictions” primarily because the “customer wants it. When you are no longer that preoccupied with politicians’ vast smorgasbord of ideological systems and more or less vapid visions, then you no longer just vote in the polling booth on election day; you vote every day, with your shopping cart.”6 Customers, he notes, are already taking companies to task, “asking questions like, ‘Does your company have no heart, no feelings? Are you nothing but a rationalistic, profiteering machine?’ ” Ironically, companies that value nothing but competition and the bottom line are also evincing the Hero archetype in its more primitive warriorlike stages. What we can see from this is that when the archetype is expressed in the public at a higher level, people reward brands with their business. We see the triumph of the higher level of the Hero archetype in the emergence of cause-related marketing and the increasing con-

6. Rolf Jensen, The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business (New York: McGraw-Hill, 1999), pp. 111–113.

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype