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This book describes a system of meaning management- the first-ever systematic approach to successful brand meaning. This book illuminates the most ancient grooves in our mental architecture- which Carol Jung described as archetypes- and shows how they can be employed to bring meaning and profit to a brand. There is a nascent power here- which- if understood correctly- can bring a rare vitality to a brand or a corporation - From the Foreward by Alex Kroll former Creative Director- CEO and Chairman of Young & Rubicam. Some brands are so extraordinary that they become larger-than-life- symbolic of entire cultures- and used and admired by consumers the world over. But in spite of all the books and banter about branding- few companies come even close to developing iconic identities for their brands. New Internet brands are being born every minute- with lots of flash and fanfare- but often with no real human connection to make them truly relevant.At the same time- mature brands are diluting their identities in an attempt to respond to shifting trends- while other others attempt to graft meaning onto products in artificial and ineffectual ways.As a result- millions of advertising and promotional dollars are being squandered. Understanding and leveraging archetypal meanings - that is- finding the soul of your brand and then expressing it in ways that tap into universal feelings and instincts - are key prerequisites to effective marketing in todays intensely competitive and complex environment. Archetypes - which can be found in reoccurring patterns in art- literature- myth an...