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PART

I

Primal Assets A System for the Management of Meaning

B

R A N D S A R E A S M U C H a part of our daily lives as our workplaces and neighborhood landmarks. Big, enduring brands become icons—not just of corporations, but of whole cultures. Coca-Cola not only has the most recognized logo in the world, but the logo also has become a symbol of the Western way of life. Today the brand is a repository, not merely of functional characteristics, but of meaning and value. But if we are to identify and effectively leverage the essential elements, or “immutables,” of our brands, we must become fluent in the visual and verbal language of archetypes. The creators of great brands have intuited this simple truth. For example, superstars in the film and entertainment industry, and the agents who manage them, understand that their continued popularity does not hinge simply on the quality or success of the films they make or the visibility they attain. Rather, it depends on creating, nourishing, and continuously reinterpreting a unique and compelling identity or “meaning.” Madonna changes her lifestyles and hairstyles, 1

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Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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