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INDEX

Raising Cain (Kindel/Thompson), 360 Ralph Lauren, 86, 253–255, 285 Raves, 137 Ray, Paul, 157 Reagan, Ronald, 20 Real Simple, 58 ‘‘Red Dress’’, 335 Reebok, 151, 276 Regular Guy/Gal, 165–177 characteristics of brands, 177 levels of, 169 motto, 165 organizational culture, 175, 176 overview, 166 Saturn, 173–175 third place, 172, 173 Religion, 62 Religious symbols, 367, 368 Reviving Ophelia (Pipher), 360 Revolution dog medicine, 216 Rheingold beer, 59 Richard, Paul, 3, 189 ‘‘Riggins’s World’’, 323–328 Riggio, Leonard, 94, 95 Rockport Shoes, 57, 84 Roddick, Anita, 80 Rogaine baldness treatment, 217 Rolex, 155 Roosevelt, Franklin Delano, 306 Royer, Susan, 308 Ruler, 244–261 control, 250–253 levels of, 245 marketing, 258–261 motto, 244 organizations, 255–257 overview, 245 Ralph Lauren, 253–255 Runaway Bride, 113 Saab, 239, 250 Sage, 88–100 Barnes & Noble, 94, 95 characteristics of brands, 100 customer, 99, 100 expert, as, 90–92 levels of, 89 marketing, 95–97 motto, 88 organizations, 97–99 overview, 89 Salty snack, 331–333 Sann, Ted, 291 Saturn, 173–176

383

Saucony, 276 Scarlet Letter (Hawthorne), 126 Schlinger, Mary Jane, 290 Schmitt, Bernd H., 95 School reform, 373 Screenplay, The (Field), 292 Sega Dreamcast, 118, 130 Segmentation, 194, 195 Senge, Peter, 97, 157 Serta, 240 Sesame Street, 91, 211, 234–238, 272 Sex, 182, 183 Shadows, 125 Shakespeare in Love, 206 Shakespeare’s comedies, 147 Sherman, Arlene, 236 Sherwin-Williams, 231 Simon Grunau’s Old Prussian Chronicle, 337 Simpson, O. J., 2 Sky Goddess Nut, 362 Sleep Motels, 172 Smirnoff, 148 Smith, Fred, 112, 113 Snapple, 369 Socialization, 371 Solgar Optein Wellness Beverage, 252 Sony, 133 Soul of the New Consumer, The (Lewis/ Bridger), 84 Spencer, Diana, 2 Spiritual imagery, 367 Spiritual renewal, 62 Stanford University, 89 Star Wars, 292 Starbucks, 74–76 State Farm Insurance, 187 Stein, Todd, 367 Stern, Howard, 130 Stewart, Martha, 241, 281, 282 Stories, 286–304 Stouffer’s, 214 Strange attractor, 348 Strategic opportunism, 110 Submarine Sandwiches, 171 Sunsweet, 214 Symphony, 119 Synchronicity, 151 Tampax, 116 Target, 96 Tattoo, 132, 276 Teach for America, 116 Tequila, 131

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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