Archetypes in Branding

Archetypes in Branding Author Margaret Hartwell
ISBN-10 9781440329753
Release 2012-08-16
Pages 128
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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

Archetypes in Branding

Archetypes in Branding Author Margaret Hartwell
ISBN-10 0692544577
Release 2015-10-15
Pages 60
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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.

Brand esSense

Brand esSense Author Neil Gains
ISBN-10 9780749470029
Release 2013-11-03
Pages 232
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Branding has reached a new frontier. In the future brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing. Drawing on the latest research and design thinking he shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon,. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.

The Hero and the Outlaw Building Extraordinary Brands Through the Power of Archetypes

The Hero and the Outlaw  Building Extraordinary Brands Through the Power of Archetypes Author Margaret Mark
ISBN-10 007138118X
Release 2001-02-06
Pages 384
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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

Archetype and Brand Congruency in Advertising

Archetype and Brand Congruency in Advertising Author Taylor Ulman
ISBN-10 OCLC:586076788
Release 2009
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ABSTRACT: Archetypes were defined in modern language by psychiatrist Carl Jung during research he conducted concerning cultural mythologies (Jung, 1938). According to Tsai (2006, p. 649), archetypes are an "organizing principle" for things we see or do, or more specifically, an "unlearned tendency to experience things in a certain way." Using archetypes in branding has become a more common tactic, which contributes to the importance of this study. Cowen (2007) believes that archetypes can aid in branding because they can provide a lucid and distinguishing personality, as well as define the image your brand portrays and the story it tells. It has also been suggested that creating a personality and story for a brand by using archetypes creates an interaction with the consumer physically and mentally through symbols, myths and stories and emotions are elicited based on these interactions (Maso-Fleischman, 1997). This study explores whether consumers believe that users of products related to archetypes branding are seen as having the same archetypal-relevant characteristics.

Book Publishing I

Book Publishing I Author Rowland Lorimer
ISBN-10 9780973872705
Release 2005
Pages 376
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Book Publishing I has been writing in one form or another for most of life. You can find so many inspiration from Book Publishing I also informative, and entertaining. Click DOWNLOAD or Read Online button to get full Book Publishing I book for free.

Exploring Brand Personality Through Archetypes

Exploring Brand Personality Through Archetypes Author
ISBN-10 OCLC:651909257
Release 2004
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Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of brand personality using connections between contemporary branding and 13 classic archetypes. The study also discusses the life cycle of the brand, including development of brand personality and achievement of iconic status in conjunction with archetypal marketing. The research of Faber and Mayer (2009) is the basis for an analysis measuring participant attitudes toward popular brands by matching them with archetypal descriptions and explores possible correlation between product category and archetype. Results show evidence for high levels of participant agreement when categorizing archetypal representations of popular brands as well as consistency across product category. Results are also indicative of a relationship between gender and archetype selection.

The Sustainable Global Marketplace

The Sustainable Global Marketplace Author Mary Conway Dato-on
ISBN-10 9783319108735
Release 2014-10-27
Pages 503
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Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2011 Academy of Marketing Science (AMS) Annual Conference held in Coral Gables, Florida, entitled The Sustainable Global Marketplace.

The Science and Art of Branding

The Science and Art of Branding Author Giep Franzen
ISBN-10 9781317454670
Release 2015-02-12
Pages 592
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This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

Auditioning for Film and Television

Auditioning for Film and Television Author Nancy Bishop
ISBN-10 9781472526281
Release 2015-05-21
Pages 296
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'If you're working with Nancy Bishop you know you're in good, accomplished hands, whether you're a director or an actor.' ? Neil Burger, Director of The Illusionist Auditioning for Film and Television is a must-have book and video guide for actors, written from the perspective of a Casting Director and offering practical advice on audition technique, scene analysis, online casting and social media. Auditioning for Film and Television is a practical workbook written from a casting director's point of view that teaches actors the craft of film auditioning in front of the camera. It shows actors how to use today's internet technologies to advance their careers and features success strategies and actual exercises to achieve results in the casting studio. A new edition of the popular Secrets from the Casting Couch, and now including video, Auditioning for Film and Television includes commentary, analysis and questions in workbook form for scenes from many celebrated films; exercises for actors to practise in front of a camera; and advice on career advancement and marketing in the age of social media.

Building brands believers

Building brands   believers Author Kent Wertime
ISBN-10 CORNELL:31924089425023
Release 2002-12-31
Pages 267
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"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 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

Storytelling Case Archetype Decoding and Assignment Manual SCADAM

Storytelling Case Archetype Decoding and Assignment Manual  SCADAM Author
ISBN-10 9781785602160
Release 2016-01-08
Pages 392
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Storytelling-Case Archetype Decoding and Assignment Manual reviews tourism and hospitality applications of Jung's work on archetypes in shaping behavior and unconscious/conscious thought. This book provides tools for confirming relevancy and falsifying incorrect archetype assignments of stories consumers and brands tell.

Agile Innovation

Agile Innovation Author Langdon Morris
ISBN-10 9781118954201
Release 2014-09-22
Pages 400
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"Effective innovation doesn't happen by accident - it happens by design! Agile Innovation is the field guide to designing and implementing effective innovation methods and projects, and facilitating collaborative processes that enable people to solve complex problems and create breakthrough solutions. The book offers a comprehensive Innovation Master Plan Framework, which provides five critical performance areas and how to optimize them for sustained innovation improvement. Agile Innovation teaches how to discover and develop better ideas, learn and work together more profitably and effectively, and create breakthroughs"--

4D Branding

4D Branding Author Thomas Gad
ISBN-10 3636030426
Release 2005
Pages 192
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4D Branding has been writing in one form or another for most of life. You can find so many inspiration from 4D Branding also informative, and entertaining. Click DOWNLOAD or Read Online button to get full 4D Branding book for free.

Creating Brand Meaning

Creating Brand Meaning Author Peter Steidl
ISBN-10 1467975680
Release 2012-02-08
Pages 142
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Are brand pyramids amongst the seven wonders of the world of branding? Or are they just reminders of a past civilization that has lost relevance in today's operating environment?Surveying today's landscape of poorly positioned brands one has to conclude the latter. Fortunately, there are alternatives to this outdated practice.This book introduces you to brand vision archetype or, if you are already a convert, allows you to confirm and extend your current practice. It has been written for practitioners and includes all the essential insights and understanding required to apply brand vision archetypes properly, honed in a multitude of assignments carried out by the author over many years. It presents detailed guidelines for conducting brand vision archetype and touchpoint engineering workshops. It also presents the archetype collection - 28 archetype cards with all the details you need to select the right brand vision archetype for your brand.You can start using this tool today and reap the benefits of being one of the early adopters, or you can wait until your operating environment finally renders traditional, artificial planning processes totally ineffective. The choice is yours.

Brand You

Brand You Author John Purkiss
ISBN-10 9780273779216
Release 2014-03-10
Pages 264
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In the modern workplace, clearly defined hierarchies are on the wane, few of us have ‘jobs for life’ and many of us have portfolio careers or are self-employed. In these self-reliant times, it’s essential to be remembered for the right reasons. Brand You helps you develop a powerful personal brand, both on- and offline, and shows you how to: Discover your talents, values and purpose Become more visible in your market Make the most of your networks Build your brand online using blogs, LinkedIn, Facebook and Twitter Attract people who want what you do in the way that you do it This new, extended edition is the definitive guide to personal branding and is packed with new material on social media, charisma and discovering your mission, as well as new exercises and examples. It is supported by valuable extra tools. To succeed in today's fast-paced environment, you have to know yourself and be able to communicate your brand to the outside world. This book will show you how. Highly recommended.- Gemma Greaves, Marketing Director, The Marketing Society. A must-read for everyone, from trainees to board members.- Sanjay Shah, Chief Financial Officer, The London Clinic.

Brand planning

Brand planning Author Andreas Baetzgen
ISBN-10 3791031155
Release 2011
Pages 386
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Brand planning has been writing in one form or another for most of life. You can find so many inspiration from Brand planning also informative, and entertaining. Click DOWNLOAD or Read Online button to get full Brand planning book for free.