Archetypes In Branding
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The Hero And The Outlaw Building Extraordinary Brands Through The Power Of Archetypes
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Author : Margaret Mark
language : en
Publisher: McGraw Hill Professional
Release Date : 2001-02-06
The Hero And The Outlaw Building Extraordinary Brands Through The Power Of Archetypes written by Margaret Mark and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-02-06 with Business & Economics categories.
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 to: • 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
Archetypes In Branding
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Author : Margaret Hartwell
language : en
Publisher: HOW Books
Release Date : 2012-09-13
Archetypes In Branding written by Margaret Hartwell and has been published by HOW Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-13 with Design categories.
Archetypes in Branding: A Toolkit for Creatives and Strategists offers a highly participatory approach to brand development. Combined with a companion deck of sixty original archetype cards, this kit will give you a practical tool to: Reveal your brand's motivations, how it moves in the world, what its trigger points are and why it attracts certain customers. Forge relationships with the myriad stakeholders that affect your business. Empower your team to access their creativity and innovate with integrity. Readers will use this tool over and over again to inform and enliven brand strategy, and to create resonant and authentic communications. For more information visit www.archetypesinbranding.com.
Archetypes In Branding
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Author : Margaret Hartwell
language : en
Publisher:
Release Date : 2015-10-15
Archetypes In Branding written by Margaret Hartwell and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-15 with categories.
This deck of 60 archetype cards is the companion tool to the book, Archetypes In Branding: A Toolkit for Creatives and Strategists. Use them to reveal your brand's motivations, enhance trust with stakeholders, resolve brand inconsistencies and generate magnetic demand.
Building Brands Believers
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Author : Kent Wertime
language : en
Publisher: John Wiley & Sons (Asia) Pte. Limited
Release Date : 2002
Building Brands Believers written by Kent Wertime and has been published by John Wiley & Sons (Asia) Pte. Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
Building Brands & Believers--How to connect with Consumers using Archetypes "Kent Wertime successfully argues that while products are be,coming 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 ino the ways in which companies connect with consumers. Kent Wertime's profound experience in marketing-across many products and regions of the world-has resulted in an intriguing and highly persuasive model, based on twelve simple archetypes. This highly original and thought-provoking book make an important new contribution to the branding debate."--Simon Anholt, Consultant and Author of Another one Bites The Grass "A must-read for all marketers who value and apply consumer insights in thier decision making. Kent Wertime skillfully captures the connections between brands and the users' minds with simplicity and clarity."--Michael Tan, Senior Director of Marketing, Tricon Restaurants International Asia Franchise "Kent Wertime is one of the most stimulating thinkers I've worked with. I am recommending this book as a superb analysis of how modern communication works. Buy it and learn how to build a brand."--John Goodman, President, OgilvyOne Asia-Pacific "Brands are woven into the fabric of popular cultures the world over. By analyzing how brands connect with consumers, Building Brands & Believers shows how companies can communicate their brand and company images more effectively to create value and achieve superior business results."--Malcolm Sullivan, Marketing Director, China Mid-Pacific Region, FedEx "Kent Wertime provides valuable insights on how companies can use archetypes to enhance their brands. This book will change many readers' views about the way to create effective images and communication."--Joerg Ohle, Regional Director, Bayer Health Care Asia Pacific
Brand Vision Archetypes
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Author : Peter Steidl
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2016-03-17
Brand Vision Archetypes written by Peter Steidl and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-17 with categories.
The authors present the neuromarketing foundation underlying the concept and application of Brand Vision Archetypes, clarify important issues including how many archetypes you should work with, how and when to use primary and secondary archetypes, how to avoid default and shadow archetypes, to the question of when you should change your brand vision archetype. The book includes a complete set of archetypes and guidelines for conducting a Brand Vision Archetype and a Touchpoint Engineering workshop, respectively. Kim is Head of Talent and Marketing with the Clemenger Group in Australia, which is BBDO's local advertising agency partner. Peter is a marketing consultant and neuromarketing expert who has worked with leading corporations in 20 countries on five continents.
Brand Intimacy
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Author : Mario Natarelli
language : en
Publisher: Hatherleigh Press
Release Date : 2017-10-23
Brand Intimacy written by Mario Natarelli and has been published by Hatherleigh Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-23 with Business & Economics categories.
From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.
Clash Of The Archetypes
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Author : Umran Nayani
language : en
Publisher: Umran Nayani
Release Date : 2023-01-11
Clash Of The Archetypes written by Umran Nayani and has been published by Umran Nayani this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-11 with Business & Economics categories.
The most brilliant advertising campaign of today will be forgotten by tomorrow. Still, companies that focus on developing authentic relationships with their customers will achieve long-term success. Effective brand management entails understanding your target market's demographics, psychographics, and behavioral patterns and strategically using this knowledge for your brand's positioning. By adopting a tone of voice, vocabulary, and personality unique to them as individuals, your brand is more likely to influence their purchasing decisions. "Clash of the Archetypes" is predicated on the concept of "The Archetypes." It is not a new-found advertising hack. This academic discipline dates back thousands of years. How do the most recognizable companies in the World arouse consumer interest? How can you make your brand feel more human and approachable? You must give your target market a reason to care about you if you want them to do so. If you are serious about establishing a brand personality that emotionally connects with your target market, this book is for you. One of the first issues to consider when building a company's brand and strategy is how to interact with the target audience in a way that appears natural and unforced. This enables them to personify the organization. This book will show you the methods the most successful firms in the World have used to create identities that resonate with the emotions and values of their target populations. Successful companies and products develop solid emotional relationships with their target market in a fundamentally human manner. Brands can establish stronger emotional ties with consumers by humanizing them. Your clients are not interested in receiving mass, impersonal communications from you. Genuine, personal connection is what people genuinely crave from the brands they support. As part of their brand strategy, the most successful companies in the World use a scientific personality structure to develop these kinds of meaningful interactions with their target audiences. This book examines how filmmakers and storytellers have utilized Brand Archetypes for decades to generate an emotional response from their audiences. You'll Discover: How consumers develop emotional bonds typically, when attempting to connect with consumers, marketers aim for two separate emotional states. The crucial role of "Human Characteristics" in "Business Branding." Insights into the future of consumer-brand relationships Formulating the character of your company's brand with the use of rigorous research Integrating the voice of your brand into every element of marketing When you're done reading, you'll understand precisely how to establish a brand personality that appeals to your target audience's particular wants or emotions. Then how to use that personality to form your company's visual identity. You'll also be able to display your personality via every touch point your audience has with your business brand. As you'll see, each is a chance to create a favorable impression on your target audience. Ongoing interactions tend to be retained in their memory and used later when purchasing decisions. The recommendations in this book will help your company's brand connect on a deeper, more personal level with its customers. Your brand's success can be credited to the human relationships made possible by your meticulous "Brand Personality Management." Can't wait to see you on the inside! Cheers!
Awakening The Heroes Within
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Author : Carol S. Pearson
language : en
Publisher: Harper Collins
Release Date : 2012-07-31
Awakening The Heroes Within written by Carol S. Pearson and has been published by Harper Collins this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-07-31 with Self-Help categories.
"The heroic quest is about saying 'yes' to yourself and in so doing, becoming more fully alive and more effective in the world. . . . The quest is replete with dangers and pitfalls, but it offers great rewards: the capacity to be successful in the world, knowledge of the mysteries of the human soul, and the opportunity to find and express your unique gifts in the world." In this bold and original work, Carol S. Pearson shows that the heroic quest isn't just for certain people under special circumstances. Exploring the many heroic paths available to each of us, at every point in our lives, her innovative program enables us to live heroically by activating and applying twelve archetypes in our lives. This companion to the bestselling The Hero Within outlines twelve archetypal patterns that can aid inner development and the quest for wholeness. These archetypes are inner guides that can help us prepare for the journey, by learning how to become successful members of society; embark upon the quest, by becoming initiated into the mysteries of the human soul; and return to transform our lives as a result of claiming our uniqueness and personal power. Writing for individuals seeking to realize their full potential and professionals engaged in empowering others, Pearson shows how journeys differ by the age, gender, and cultural background of the seeker, and how archetypes help awaken the capacities of our psyches. A unique diagnostic test, the Heroic Myth Index, and exercise are included to help us understand and awaken our inner guides.
Branding Bud
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Author : David Paleschuck
language : en
Publisher: Ed Rosenthal
Release Date : 2021-05-25
Branding Bud written by David Paleschuck and has been published by Ed Rosenthal this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-05-25 with Business & Economics categories.
Never before has a book been compiled on cannabis brands and the consumers they appeal to. Once an underground commodity, with legalization in more and more states and countries, cannabis is now marketed under a variety of national brands, each with its own unique approach to targeting consumers. The global legal cannabis market was valued at US$17.7 billion in 2019 and is expected to reach US$73.6 billion in 2027. Celebrities, athletes, politicians, and large corporations alike are investing and competing in this fast-paced industry. But what makes a cannabis brand successful? What techniques do companies use to brand and market their products? What segments have been established? In Branding Bud: The Commercialization of Cannabis, David Paleschuck answers these questions, digging deep into this evolving industry to uncover what both small companies and large corporations are doing to introduce their products to the hearts and minds of cannabis consumers. The results of his exploration may surprise you. Branding Bud showcases the exciting range of products that cannabis consumers will be able to buy in a local dispensary once legalization comes to their state. The book offers a comprehensive overview and contextualization of this new segment, examining the multitude of emerging brands, their creative assets, and the strategies behind them, and the political, legal, and cultural aspects of cannabis that inform the brand landscape of today. This book is a must-read for entrepreneurs, investors, marketers, designers, and anyone interested in the rapidly growing cannabis industry. -- David Paleschuck
Transmedia Marketing
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Author : Anne Zeiser
language : en
Publisher: CRC Press
Release Date : 2015-06-19
Transmedia Marketing written by Anne Zeiser and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-19 with Art categories.
Transmedia Marketing: From Film and TV to Games and Digital Media skillfully guides media makers and media marketers through the rapidly changing world of entertainment and media marketing. Its groundbreaking transmedia approach integrates storytelling and marketing content creation across multiple media platforms – harnessing the power of audience to shape and promote your story. Through success stories, full color examples of effective marketing techniques in action, and insight from top entertainment professionals, Transmedia Marketing covers the fundamentals of a sound 21st century marketing and content plan. You’ll master the strategy behind conducting research, identifying target audiences, setting goals, and branding your project. And, you’ll learn first-hand how to execute your plan’s publicity, events, advertising, trailers, digital and interactive content, and social media. Transmedia Marketing enlivens these concepts with: Hundreds of vibrant examples from across media platforms – The Hunger Games, Prometheus, The Dark Knight, Bachelorette, The Lord of the Rings, Despicable Me 2, Food, Inc., Breaking Bad, House of Cards, Downton Abbey, Game of Thrones, Top Chef, Pokémon, BioShock Infinite, Minecraft, Outlast, Titanfall, LEGO Marvel Super Heroes, Halo 4, Lonelygirl15, Annoying Orange Real-world advice from 45 leading industry writers, directors, producers, composers, distributors, marketers, publicists, critics, journalists, attorneys, and executives from markets, festivals, awards, and guilds Powerful in-depth case studies showcasing successful approaches – A.I. Artificial Intelligence, Mad Men, Lizzie Bennet Diaries, Here Comes Honey Boo Boo, and Martin Scorsese Presents the Blues Extensive Web content at www.transmediamarketing.com featuring a primer on transmedia platforms – film, broadcast, print, games, digital media, and experiential media; expanded case studies; sample marketing plans and materials; and exclusive interviews With Transmedia Marketing, you’ll be fully versed in the art of marketing film, TV, games, and digital media and primed to write and achieve the winning plan for your next media project.