A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage. Yet, few companies really know how b

This text looks at the importance of product branding. It shows how branding works, how to manage it, and how to use branding strategically. Using studies of ot

Archetypes in Branding: A Toolkit for Creatives and Strategists offers a highly participatory approach to brand development. Combined with a companion deck of s

"The heroic quest is about saying 'yes' to yourself and in so doing, becoming more fully alive and more effective in the world. . . . The quest is replete with

Argues that cultural archetypes shape our lives and relationships, shows how to use these archetypes to control our lives, and provides practice exercises.