UBA034 - The Unsung Heroines of Brand Strategy
Celebrating Margaret Mark and Carol S. Pearson.
World Book Day and International Women's Day were celebrated this week, and so it seems only fitting that we should celebrate one of my favourite books “The Hero and The Outlaw”, written by Margaret Mark and Carol S. Pearson. This book really is in a sweet spot for me - fusing psychological concepts with brand theory, and provides strategists with one of the best tools available to gain a general understanding of how a specific brand could shape its purpose and personality.
Carl Jung’s contributions to the world of psychology should not be underestimated but as far as I know, he never wrote a word about brands or marketing. However, in brand strategy theory, you’ll often see a reference to Carl Jung’s personality archetypes, wehereas Mark and Pearson's contributions often fly under the radar. Through my ongoing work with brand archetypes, I’ve noticed that far more people mention Carl Jung than the two women who connected the dots between personality archetypes and the concept of brands, and creating Brand Archetype Theory…
Carl Jung’s Personality Archetypes
Carl Jung's exploration of personality archetypes establishes a clear distinction between his theories and those of his one-time colleague, Sigmund Freud. Freud's psychoanalytic approach heavily emphasises the role of personal experiences and individual unconscious in shaping behaviour and personality. Jung, on the other hand, introduced us to the collective unconscious - a shared repository of memories and patterns inherited through the evolutionary history of humanity itself. Jung suggests that there is a layer of unconscious shared by all humans, made up of universal themes, symbols and archaic patterns.
Jung believed that within this collective unconscious reside archetypes, universal prototypes for ideas that can be used to interpret and organise our observations of the world around us. These archetypes manifest in our dreams, myths, religions and culture.
This perspective provides a foundation for exploring people, and also the commonalities that bind humanity together, interconnectedness and shared humanity.
Mark and Pearson's Pioneering Work
Building on Carl Jung's theories, Margaret Mark and Carol S. Pearson undertook pioneering work that translated the concept of archetypes into tangible strategies for brand development and marketing. Their landmark book, "The Hero and the Outlaw" applies Jung's archetypal theory directly to the field of branding.
Each archetype, from the Innocent to the Sage, the Explorer to the Outlaw, encapsulates a set of values, desires and motivations that are deeply understood by people across the world. Mark and Pearson argue that when a brand clearly embodies an archetype, it taps into the collective unconscious of its audience, informing stronger loyalty and engagement. Embodying these universal stories and themes can create a deep resonance with audiences as well as meaningful emotional connections.
The Unsung Heroines of Branding
Yet…despite the widespread application of this theory with brand strategists, a strange trend emerges: articles I have read seem quick to credit Jung while overlooking the critical contributions of Margaret Mark and Carol S. Pearson. This oversight naturally raises the question: Why are Mark and Pearson referenced less often than Carl Jung even though the theories we are all using was developed by them?
One possible reason for this trend lies in the historical gravitas attached to Jung's name. As a founding figure in psychology, Jung's concepts have deeply influenced not just psychology but also philosophy, religion and art. Arguably, if this is the case then it is simply lazy.
But another possible reason could be the broader cultural issues we see relating to the under-representation and under-acknowledgment of women's contributions. Despite the pivotal role Mark and Pearson have played in adapting Jung's archetypes for brand development, and the volume of brand strategists using their theories, the quicker acknowledgment of Jung could reflect broader systemic biases that favour historical male figures over contemporary female contributors.
Celebrating Their Contribution
The contributions of Margaret Mark and Carol S. Pearson to branding theory has fundamentally transformed how strategists conceive and develop brand strategies, with these methods persisting in the industry for over 20 years.
As a strategist, I believe that great strategy relies on taking an honest look at the facts, and generating a deep understanding of the current state of play before taking a view on how a brand could succeed. But how can we claim we’re doing this if we fail to recognise the people who are responsible for the theories we are using.
To honour the legacy of Mark and Pearson, it's important that we actively call out their contributions in articles, documents and conversations.
Conclusion
On International Women’s Day we see a plethora of statistics being shared that highlight systemic issues women are still facing in our industry and beyond. Let’s each make sure we do something about it - using this knowledge as a spark to act and make a difference.
Mark and Pearson’s work continues to influence and shape the practice of brand strategy over 20 years after “The Hero and The Outlaw” was written.
If you use or care about brand archetype theory, buy the book.
If you use brand archetypes in presentations, namecheck Mark & Pearson.
And if you suspect this is happening anywhere else, act.
Written by Russell
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