"The Hero and the Mustache: Building Extraordinary Brands Using the Power of Archetypes" is a book that examines the influence of archetypes in creating strong and memorable brands. The authors describe the three main archetypes of brands - the Hero, the Weasel and the Rogue - and reveal their role in the formation of a unique brand identity. Each archetype has its own characteristics that aid recognition and attract consumer attention. The authors of the book share examples of well-known brands that successfully use archetypes in their marketing strategy and tell how you can use this knowledge to build your own unique brand. "The Hero and the Mustache" is a valuable book for both marketers and entrepreneurs who want to create a strong and memorable brand in their industry.