Legendary brands
Subtitle: unleashing the power of storytelling to create a winning marketing strategy
By: Laurence Vincent.
Publisher: Dearborn Trade Pub.
Published: 2002
Place of publication: Chicago
Language: eng
Number of pages: 321
Subjects: Brand name products.; Branding (Marketing); Customer relations.
Description: "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.
Notes: Includes bibliographical references (p. 309-312) and index.
Table of contents: title: All brands are not created equal; title: Brand mythology; title: Myth and the narrative of legendary brands; title: Legendary brands and personal narrative; title: Investigating brand narrative; title: Crafting brand narrative; title: Communicating brand narrative; title: Brand culture; title: Cobranding, sponsorship, and partnership marketing; title: Brand agents; title: Nonlinear branding; title: Rescuing the troubled brand; title: Brand narrative and the body politic; title: The dark side of brand mythology.