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"Kent Wertime successfully argues that while products are becoming more alike, brands can avoid 'commoditization' by drawing on the rich language of archetypes to tap into more unconscious and emotional levels that influence consumer perception and preference. His book provides a highly suggestive framework for bringing any brand to life." - Philip Kotler, S.C. Johnson Distinguished Professor of international Marketing, Kellogg Graduate School of Management, Northwestern University
"Building Brands and Believers offers striking new insights ino the ways in which companies connect with consumers. Kent Wertime's profound experience in marketing-across many products and regions of the world-has resulted in an intriguing and highly persuasive model, based on twelve simple archetypes. This highly original and thought-provoking book make an important new contribution to the branding debate." - Simon Anholt, Consultant and Author of Another one Bites The Grass
"A must-read for all marketers who value and apply consumer insights in thier decision making. Kent Wertime skillfully captures the connections between brands and the users' minds with simplicity and clarity." - Michael Tan, Senior Director of Marketing, Tricon Restaurants International Asia Franchise
"Kent Wertime is one of the most stimulating thinkers I've worked with. I am recommending this book as a superb analysis of how modern communication works. Buy it and learn how to build a brand." - John Goodman, President, OgilvyOne Asia-Pacific
"Brands are woven into the fabric of popular cultures the world over. By analyzing how brands connect with consumers, Building Brands & Believers shows how companies can communicate their brand and company images more effectively to create value and achieve superior business results." - Malcolm Sullivan, Marketing Director, China Mid-Pacific Region, FedEx
"Kent Wertime provides valuable insights on how companies can use archetypes to enhance their brands. This book will change many readers' views about the way to create effective images and communication." - Joerg Ohle, Regional Director, Bayer Health Care Asia Pacific
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About the Author
Kent Wertime is a veteran of the international advertising and communications industry. His career to date has included executive positions in New York, Hong Kong, Bangkok, and Singapore. Kent has worked with dozens of blue-chip multinational clients, covering a wide range of product categories. He is also an experienced writer and lecturer whose articles and professional commentary appear frequently in the Asian press, including the Asian Wall Street Journal, Media, CNN, and CNBC. Currently, Kent is the CEO of OgilvyInteractive Asia, the Interactive division of the Ogilvy & Mather Group. He resides in Bangkok with his wife and son. He can be reached at Kent.email@example.com.
Table of Contents
SECTION I - The Image Market.
Chapter 1. The Image Economy.
Chapter 2. The Growth Engine.
Chapter 3. Hitting the Image Wall.
Chapter 4. The Persuasion Process.
SECTION II - The Mythic Connection.
Chapter 5. Archetypes: The Source Code.
Chapter 6. Making Modern Mythology.
SECTION III - Mythic Profiles.
Chapter 7. Mythic Profile: The Ultimate Strength.
Chapter 8. Mythic Profile: The Siren.
Chapter 9. Mythic Profile: The Hero.
Chapter 10. Mythic Profile: The Anti-Hero.
Chapter 11. Mythic Profile: The Creator.
Chapter 12. Mythic Profile: The Change Master.
Chapter 13. Mythic Profile: The Powerbroker.
Chapter 14. Mythic Profile: The Wise Old Man.
Chapter 15. Mythic Profile: The Loyalist.
Chapter 16. Mythic Profile: The Mother of Goodness.
Chapter 17. Mythic Profile: The Little Trickster.
Chapter 18. Mythic Profile: The Enigma.
Chapter 19. Mythic Figures in Combination and in Local Cultures.
SECTION IV - Harnessing Archetypes.
Chapter 20. Managing the Intangible.
Chapter 21. Improving Consumer Connections.