Building Brands and Believers: How to Connect with Consumers Using Archetypes

Building Brands and Believers: How to Connect with Consumers Using Archetypes

by Kent Wertime


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Product Details

ISBN-13: 9780470820674
Publisher: Wiley
Publication date: 12/31/2002
Pages: 250
Product dimensions: 6.44(w) x 9.51(h) x 1.02(d)

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

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.




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