| 000 | 02489cam a2200349 i 4500 | ||
|---|---|---|---|
| 003 | OCoLC | ||
| 005 | 20211103161457.0 | ||
| 008 | 140718s2012 at b 000 0 eng d | ||
| 020 |
_a9781478339649 _qpbk. |
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| 020 |
_a1478339640 _qpbk. |
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| 035 | _a(ATU)b25040297 | ||
| 035 | _a(OCoLC)883909665 | ||
| 040 |
_aCNCEN _beng _erda _cLTSCA _dOCLCO _dOCLCF _dZ5A |
||
| 050 | 4 |
_aHF5415.1255 _b.S74 2012 |
|
| 082 | 0 | 4 |
_a658.827 _223 |
| 100 | 1 |
_aSteidl, Peter, _eauthor. |
|
| 245 | 1 | 0 |
_aCreating brand meaning : _bhow to use brand vision archetypes / _cDr Peter Steidl. |
| 250 | _a2nd edition. | ||
| 264 | 1 |
_a[Australia] : _bPeter Steidl, _c[2012] |
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| 300 |
_a178 pages ; _c21 cm |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_aunmediated _bn _2rdamedia |
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| 338 |
_avolume _bnc _2rdacarrier |
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| 504 | _aIncludes bibliographical references (pages 166-168). | ||
| 505 | 0 | 0 |
_tIntroduction -- _gPart I. _tCreating Brand Meaning : -- _g1. _tWhat are archetypes? -- _g2. _tBrand vision archetypes: archetypes as a strategic tool -- _g3. _tInventory of brand vision archetypes -- _g4. _tThe shadow, default and secondary archetypes -- _g5. _tBrand portfolio strategies -- _g6. _tTouchpoint engineering: Bring archetypes alive -- _g7. _tThe importance of being on-code -- _g8. _tSending the right signals -- _g9. _tWhen to change your brand vision archetype -- _g10. _tBrand vision archetypes, chakras and Maslow's hierarchy of needs -- _g11. _tCase example -- _g12. _tSummary of key points -- _gPart II. _tWorking with Brand Vision Archetypes : -- _tBrand vision archetype cards. |
| 520 | _a"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."--Publisher description. | ||
| 650 | 0 |
_aBranding (Marketing) _9332183 |
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| 907 |
_a.b25040297 _b06-09-21 _c23-03-18 |
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| 998 |
_ab _ac _b23-03-18 _cm _da _feng _gat _h0 |
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| 945 |
_a658.827 STE _g1 _iA566923B _j0 _lcmain _o- _p$34.17 _q- _r- _s- _t0 _u2 _v0 _w2 _x0 _y.i13597243 _z23-03-18 |
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| 942 | _cB | ||
| 999 |
_c1455872 _d1455872 |
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