Koncept archetypů v komunikaci značek mi přijde super a bylo to poprvé, kdy jsem se s ním seznámila (úplně náhodou jsem si knížku vybrala při čekání na autobus). Opravdu velmi dobře popsané. Jen to na mě bylo trochu delší a přišlo mi, že by mohla mít knížka polovinu stránek.
Miláček čtenářů je právě vyprodaný
Hodnocení knihy
Více o knize
A brand’s meaning―how it resonates in the public heart and mind―is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies • Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand• Harness the power of the archetype to align corporate strategy to sustain competitive advantage
Nákup knihy
The hero and the outlaw. Building extraordinary brands through the power of archetypes, Margaret Mark, Carol S. Pearson
- Jazyk
- Rok vydání
- 2001
- product-detail.submit-box.info.binding
- (pevná)
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Doručení
Platební metody
- Jazyk
- anglicky
- Autoři
- Margaret Mark, Carol S. Pearson
- Vydavatel
- McGraw-Hill
- Rok vydání
- 2001
- Vazba
- pevná
- ISBN10
- 0071364153
- ISBN13
- 9780071364157
- Série
- Štítky
- Naučná literatura, Společenské vědy, Umění & Kultura, Byznys, Byznys & Management, Psychologická tématika, Psychologie, Design, Sociologie, Marketing & Prodej, Psaní, Komunikace
- Hodnocení
- 4,1 z 5
- Anotace
- A brand’s meaning―how it resonates in the public heart and mind―is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies • Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand• Harness the power of the archetype to align corporate strategy to sustain competitive advantage