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Legendary brands : unleashing the power of storytelling to create a winning marketing strategy
Author
Title
Legendary brands : unleashing the power of storytelling to create a winning marketing strategy / Laurence Vincent.
ISBN
0793155606
9780793155606
Published
Chicago : Dearborn Trade Pub., ©2002.
Physical Description
x, 321 pages : illustrations ; 24 cm
Summary
"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."--Jacket.
Format
Books
Language
English
Added to Catalog
February 08, 2022
Bibliography
Includes bibliographical references (pages 309-312) and index.
Contents
All brands are not created equal
Brand mythology
Myth and the narrative of legendary brands
Legendary brands and personal narrative
Investigating brand narrative
Crafting brand narrative
Communicating brand narrative
Brand culture
Cobranding, sponsorship, and partnership marketing
Brand agents
Nonlinear branding
Rescuing the troubled brand
Brand narrative and the body politic
The dark side of brand mythology.
Subjects
Bookmark As
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