Hero and rebel. How to use archetypes for the benefit of business and creativity. MARK M., Parson K.

This book, based on research on popular companies, tells how to rebuild from competitors with the help of archetypes - memorable images. In it, Carol Parson and Margaret Mark offer tools for the effective advance of the brand, forming a unique style of communication and corporate culture.

The book provides the experience of forming archetypes of such companies as Levis, Nike, Barilla, Coca-Cola, Apple, etc. And also the images of celebrities-Lady Diana, Winfrey, John Kennedy.