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Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy

Overview

This book serves to help marketers think like storytellers. It provides a look at the narrative cycle that binds consumers to the brand. It liberates storytelling and promotes it to a strategic device for the brand manager, rather than the function of copywriters.
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Overview

This book serves to help marketers think like storytellers. It provides a look at the narrative cycle that binds consumers to the brand. It liberates storytelling and promotes it to a strategic device for the brand manager, rather than the function of copywriters.
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Editorial Reviews

Publishers Weekly
How does a swoosh come to stand for a heroic victory, or a common fruit come to represent individuality and innovation? Vincent asserts that the secret to the phenomenal success of companies like Nike and Apple is the narrative that communicates the underlying brand philosophy, one which engages and inspires consumers to use and stay loyal to "legendary brands." For instance, the story of grit and defiance underlying Harley Davidson attracts those who want to be a part of the open road myth, just as the clean-cut optimism of the Ralph Lauren story appeals to those who aspire to financial success. Among the many brands Vincent touches upon are Kodak, Ben & Jerry's and even Linux. How to create such compelling brand narratives remains elusive, though, since Vincent devotes many pages to theorizing about narrative structure, but doesn't actually break down the elements of success stories. His scientific tone and wordy descriptions of basic concepts are distracting (e.g., "Brand mythology acts upon the cognitive orientation centers of the brain in much the same way that religion and other deeply held philosophical beliefs do"). Although Vincent fills the book with myriad examples of legendary brands, he doesn't offer enough analysis regarding how the companies built persuasive brand narratives, not to mention maintained and expanded their success. Despite his good ideas, Vincent misses the most basic tenet of storytelling: show, don't tell. (Nov.) Copyright 2002 Cahners Business Information.
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Product Details

  • ISBN-13: 9780793155606
  • Publisher: Kaplan Publishing
  • Publication date: 10/28/2002
  • Edition description: New Edition
  • Pages: 336
  • Product dimensions: 7.30 (w) x 8.90 (h) x 0.60 (d)

Table of Contents

Acknowledgments
1 All Brands Are Not Created Equal 3
2 Brand Mythology 19
3 Myth and the Narrative of Legendary Brands 51
4 Legendary Brands and Personal Narrative 77
5 Investigating Brand Narrative 101
6 Crafting Brand Narrative 121
7 Communicating Brand Narrative 165
8 Brand Culture 187
9 Cobranding, Sponsorship, and Partnership Marketing 215
10 Brand Agents 233
11 Nonlinear Branding 255
12 Rescuing the Troubled Brand 267
13 Brand Narrative and the Body Politic 279
14 The Dark Side of Brand Mythology 293
End Notes 309
Index 313
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted February 25, 2003

    Packed with Knowledge!

    What makes a brand become the stuff of legend? Author and consultant Laurence Vincent says it¿s the power of a good story. Vincent, whose specialty is forging alliances between consumer brands and entertainment properties, presents an interesting parallel between marketing and storytelling that makes sense in today¿s increasingly cluttered media environment. Vincent introduces you to the basics of myth and storytelling. He explains how these concepts apply to marketing strategy and offers plenty of real-world examples and case studies to illustrate his points. Except for predicting the coming integration of advertising and content (it¿s been around for decades), Vincent¿s book is full of fresh insight. We from getAbstract recommend this book to brand managers and marketing executives who want to learn how to turn their brands into powerful icons. Legendary Brands takes the reader step by step through the process ¿ just like any good story.

    Was this review helpful? Yes  No   Report this review
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