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Building brands & believers : how to connect with consumers using archetypes / Kent Wertime.

By: Material type: TextTextPublisher: Singapore ; Hoboken, NJ : Wiley, [2002]Copyright date: ©2002Description: xvi, 267 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0470820675
  • 9780470820674
Other title:
  • Building brands and believers [Cover title]
Subject(s): DDC classification:
  • 658.80019 21
LOC classification:
  • HF5415.3 W474 2002
Contents:
Acknowledgments -- Introduction -- Sect. I. The Image Market -- Ch. 1. The Image Economy -- Ch. 2. The Growth Engine -- Ch. 3. Hitting the Image Wall -- Ch. 4. The Persuasion Process -- Sect. II. The Mythic Connection -- Ch. 5. Archetypes: The Source Code -- Ch. 6. Making Modern Mythology -- Sect. III. Mythic Profiles -- Ch. 7. Mythic Profile: The Ultimate Strength -- Ch. 8. Mythic Profile: The Siren -- Ch. 9. Mythic Profile: The Hero -- Ch. 10. Mythic Profile: The Anti-Hero -- Ch. 11. Mythic Profile: The Creator -- Ch. 12. Mythic Profile: The Change Master -- Ch. 13. Mythic Profile: The Powerbroker -- Ch. 14. Mythic Profile: The Wise Old Man -- Ch. 15. Mythic Profile: The Loyalist -- Ch. 16. Mythic Profile: The Mother of Goodness -- Ch. 17. Mythic Profile: The Little Trickster -- Ch. 18. Mythic Profile: The Enigma -- Ch. 19. Mythic Figures in Combination and in Local Cultures -- Sect. IV. Harnessing Archetypes -- Ch. 20. Managing the Intangible -- Ch. 21. Improving Consumer Connections -- Endnotes -- References -- Index.
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Includes bibliographical references (pages 255-258) and index.

Acknowledgments -- Introduction -- Sect. I. The Image Market -- Ch. 1. The Image Economy -- Ch. 2. The Growth Engine -- Ch. 3. Hitting the Image Wall -- Ch. 4. The Persuasion Process -- Sect. II. The Mythic Connection -- Ch. 5. Archetypes: The Source Code -- Ch. 6. Making Modern Mythology -- Sect. III. Mythic Profiles -- Ch. 7. Mythic Profile: The Ultimate Strength -- Ch. 8. Mythic Profile: The Siren -- Ch. 9. Mythic Profile: The Hero -- Ch. 10. Mythic Profile: The Anti-Hero -- Ch. 11. Mythic Profile: The Creator -- Ch. 12. Mythic Profile: The Change Master -- Ch. 13. Mythic Profile: The Powerbroker -- Ch. 14. Mythic Profile: The Wise Old Man -- Ch. 15. Mythic Profile: The Loyalist -- Ch. 16. Mythic Profile: The Mother of Goodness -- Ch. 17. Mythic Profile: The Little Trickster -- Ch. 18. Mythic Profile: The Enigma -- Ch. 19. Mythic Figures in Combination and in Local Cultures -- Sect. IV. Harnessing Archetypes -- Ch. 20. Managing the Intangible -- Ch. 21. Improving Consumer Connections -- Endnotes -- References -- Index.

Machine converted from AACR2 source record.

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