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CHAPTER

2

Archetypes The Heartbeat of Enduring Brands

I

N A N C I E N T G R E E C E A N D R O M E , archetypes formed

the basis of myths, in which they were depicted as gods and goddesses. These deities, together with those of other ancient cultures, provide some of the specific images associated with the 12 archetypes described in this book. Even though the actors in today’s mythic stories are mere mortals, not gods, the same plots fascinate us. Why was President Clinton able to withstand the Lewinsky scandal? Think of the ancient Greeks’ fascination with stories of Zeus’s (the Ruler’s) sexual exploits and the suffering and faithfulness of his wife, Hera. Just so, Clinton’s Zeus-like exploits captivated the country without causing his downfall. Since he was widely perceived as an effective president, faithfulness to his constituents was regarded as more important than marital fidelity. More surprisingly, Hillary Clinton’s popularity soared, at least for a time, as she came to personify the Hera-like wronged, but faithful, wife. 19

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Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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