Page 396

INDEX

Jester (continued) Pepsi, 199 zaniness, 200, 201 Jim Beam whiskey, 169 Jobs, Steve, 135, 136 John Deere, 198 Johnson, Magic, 76 Johnson & Johnson, 345 Jolly Green Giant, 52, 58 Jones of New York, 248 Jones, Jim, 282 Jordan, Michael, 109 Jung, Carl G., 4, 11, 31, 124, 150 Just My Size, 171 Kegan, Robert, 17 Kegan’s subject/object structure, 16 Kellogg’s, 234 Kennedy, John F., 10 Kennedy, John F., Jr., 3 Kenneth Cole shoes, 96 Kinetix, 203 King, Martin Luther, 107 King Arthur, 140 Kinko’s, 232 Kirshenbaum, Richard, 109, 223 Know your customer, 277–282 Kodak, 114 Kroc, Ray, 65 Kubota tractor, 198 L’Oreal, 117 Ladder of Years, 79 Laddering, 328, 329, 370 Lady Foot Locker, 117 Land’s End, 57, 213 Larson, Dennis, 340 Lauren, Ralph, 86, 254 Lawrence, Carol, 78 Leadership and the New Society (Wheatley), 348 Lean Cuisine, 92 LeBar, Ed, 26, 27 Leo Burnett Company, 291 Letterman, David, 162 Levi’s, 9, 275 Lewis, David, 84 Libertarian politics, 80 Life is Beautiful, 209 Lifestyle marketing, 278 Lincoln Financial Group, 214 Lippert, Albert, 159 LiveCapital.com, 258

381

Lotus, 247 Lover, 178–195 beauty/romance, 184, 185 Chanel, 183, 184 characteristics of brands, 195 Cinderella, 185–188 Hallmark Cards, 190–192 levels of, 180 marketing, 194, 195 motto, 178 organizations, 192, 193 overview, 179 sensuality/food/indulgence, 188–190 sex, 182, 183 Lucas, George, 292 Lucent Technologies, 153, 154 Lugz shoes, 119 M.A.C Make-Up Art Cosmetics, 230 Magician, 140–160 characteristics of brands, 160 levels of, 145 Lucent Technologies, 153, 154 marketing, 154–160 MasterCard, 146 motto, 140 organizations, 153, 154 overview, 142 Mandela, Nelson, 107 March of Dimes, 299, 305–314 Mark, Margaret, 12, 26, 27, 167, 283, 287, 293, 294, 308, 310, 320, 363, 369, 375 Market value added (MVA), 29, 30 Marlboro, 114, 275 Marriott, J. Willard, 222 Marriott International, 222 Mary Kay, 65 Maslow, Abraham, 17 Maslow’s hierarchy of needs orientation, 16 MasterCard, 146 Maxwell House, 59 Mays, Jay, 268 McAfree.com, 144 McCracken, Grant, 320, 321, 323, 368 McDonald, Dick and Maurice (Mac), 64 McDonald’s, 64, 65, 277, 284 MCI, 212 McNamara, Keith, 194 Meaning management, 10 Merlin, 141 Merrill Lynch, 216 Merton, Thomas, 55

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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