Page 7

vi

CONTENTS

Part IV No Man (or Woman) Is an Island: Regular Guy/Gal, Lover, Jester

161

Chapter 10

The Regular Guy/Gal

165

Chapter 11

The Lover

178

Chapter 12

The Jester

196

Part V Providing Structure to the World: Caregiver, Creator, Ruler

205

Chapter 13

The Caregiver

209

Chapter 14

The Creator

227

Chapter 15

The Ruler

244

Part VI

Finding True North: Positioning an Archetypal Brand

Chapter 16

263

The Artichoke: Uncovering the Archetypal Meaning of Your Brand

265

Chapter 17

Telling Your Brand Story

286

Chapter 18

The Case of the March of Dimes: Lessons in a Lobby

305

Part VII Chapter 19

Chapter 20

Chapter 21

Index

Deeper Waters

315

May the Force Be with You: Capturing Category Essence

317

The Real McCoy: Branding and Organizational Congruence

344

Leaving a Legacy: The Ethics of Archetypal Marketing

357 377

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype  

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