Hero and Rebel. How to Use Archetypes for the Benefit of Business and Creativity

In the book «Hero and Rebel», Margaret Mark and Carol Pearson show how ancient archetypes work — Hero, Rebel, Sage, Creator, Seeker, and other images that have lived in our collective unconscious for thousands of years.

By exploring the phenomenon of Apple, Nike, Coca-Cola, Harley-Davidson, and other iconic brands, the authors come to an unexpected conclusion: people do not buy products. They buy stories, ideas, and the opportunity to feel part of something greater.

«Hero and Rebel» — a book that explains why some brands become legends while others remain just products. And most importantly — how to harness this power in business, marketing, journalism, and personal branding.