Building Brands & Believers: How to Connect with Consumers Using Archetypes
By Unknown Author.
Description
"Kent Wertime successfully argues that while products are becoming more alike, brands can avoid commoditization by drawing on the rich language of archetypes to tap into more unconscious and emotional levels that influence consumer perception and preference. His book provides a highly suggestive framework for bringing any brand to life." - Philip Kotler, S.C. Johnson Distinguished Professor of international Marketing, Kellogg Graduate School of Management, Northwestern University. ""Building Brands and Believers" offers striking new insights into the ways in which c...
ISBN(s)
0470820675, 9780470820674
