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

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

by Laurence Vincent

Hardcover(New Edition)

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Overview

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

Vincent, a chief strategic officer in a marketing agency, describes legendary brands as brands whose popularity is rooted in emotion, identity, and personal philosophy. He asserts that legendary brands such as American Express, Apple, and Harley-Davidson forge bonds with consumers through narratives and myths, and shows how marketers and brand managers can learn to think like storytellers by understanding the narrative cycle that binds consumers to the brand. Annotation c. Book News, Inc.,Portland, OR

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)

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