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CHAPTER

17

Telling Your Brand Story M

U C H C A N B E S A I D about the qualities and characteristics of good marketing communication. But truly great communication—communication that creates, builds, and sustains the power of great brands—embodies an elementary paradox. Like all extraordinary literature and art, it lies at the intersection of timelessness and timeliness. It captures or taps into a fundamental, enduring truth about the human condition. And, at the same time, it expresses that truth in a fresh and contemporary way. Like brands that stumble into archetypal identities, brand symbols, events, public relations efforts, and advertising campaigns sometimes wander onto this powerful turf, echoing patterns that have captivated people throughout the ages. The Clydesdales for Bud, Ronald McDonald, the Good Housekeeping seal, the Jolly Green Giant, and the Nike swoosh—symbols like these endure, while most others get zapped into oblivion after a few weeks or months of exposure. People don’t tire of archetypal ideas after years—even decades—of seeing them, time after time. Multiple generations of consumers, lifestyle and life-stage segments, and global markets—as different as night and day—are still universally drawn to them. And, 286

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Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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