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The NorthStar Project: Branding and Marketing Services |
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NorthStar partners help marketers to establish powerful, archetypal brand identities and express those identities seamlessly in everything they do. |
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Marketing without a system for managing meaning is analogous to ancient navigators trying to find port in treacherous seas on a starless night. The NorthStar Project was launched to provide an enduring and reliable compass to help our clients achieve deep differentiation and relevance, not by borrowing meaning in an ephemeral advertising campaign, but rather by becoming a consistent and enduring expression of meaning. NorthStar systems for meaning management apply powerful ideas from the humanities and social sciences to the marketing endeavor. Such ideas help our clients understand people—what they want, how they think, and how they behave—and recognize the underlying patterns (or archetypal structures) of human motivation and behavior. The depth of these insights helps our clients chart a path to enhanced brand success, so that creative efforts are grounded in a clear philosophy that is aligned with the values and culture of the company or organization and the functional benefits of the product or service. In this project, CASA president Carol S. Pearson partners with marketing guru Margaret Mark, the coauthor with Pearson of The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (McGraw-Hill, 2001). A former executive vice president of Young & Rubicam, and now president of Strategic Insight, Mark specializes in linking new developments in the humanities and social sciences to provide depth to marketing practice. In this newly-launched enterprise, each contract is a true partnership with the client, tailored to meet its unique needs. Although Mark and/or Pearson are personally involved in every contract, they are assisted by highly-qualified associates and subcontractors who expand their capabilities when required by the scope of the project. Recent clients include: Entenmann's Bakeries; Young & Rubicam; Sesame Workshop; and the March of Dimes, Heineken. New York Office: Margaret Mark: Phone 914-834-6747; Fax 914-834-6858 Washington Office: Carol S. Pearson: Phone 301-405-8357; Fax 301-864-2977 E-mail: PearsonMark@earthlink.net
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