建立商标与信仰者：如何用原型与消费者沟通BUILDING BRANDS AND BELIEVERS: HOW TO CONNECT WITH CONSUMERS USING ARCHETYPES
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作者： Kent Wertime著
出 版 社： John Wiley & Sons
出版时间： 2002-12-1字数：版次： 1页数： 267印刷时间： 2002/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470820674包装： 精装内容简介
You have only an instant to connect with consumers. In a few heartbeats, your brand image must gain traction and begin the process of enticing and persuading your audience. Only the best images survive this process, so every advantage counts.
Building Brands and Believers is designed to help you succeed in this hyper-demanding environment. It puts forward a simple but powerful idea: namely, that by understanding the subconscious workings of the mind, you can better motivate consumers. Kent Wertime, a veteran advertising and communications expert, explores the DNA of contemporary commercial images. He explains in clear, simple terms the source code of images and provides steps you can take to improve your chances for success. Read Building Brands and Believers to understand the dynamics of archetypes that:
Underlie all commercial images
Help in successful brand building in advertising, marketing and entertainment
Work across borders and cultures to effectively enhance consumer beliefs
Enable you to harness the subconscious to improve your image creation efforts.
Building Brands and Believers is essential reading for anyone who wishes to compete on either a local or global stage. It offers practical tips and an image management framework that will help communicators in all media maximize the investments they make in the intangible assets of their image. Building Brands and Believers promises to offer profound and valuable insights into what makes images work. Read it, and you’ll have a fresh perspective on developing winning images.
作者简介：Kent Wertime is a veteran of the international advertising and communications industry. His career to date has included executive positions in New York, Hong Kong, Bangkok, and Singapore. Kent has worked with dozens of blue-chip multinational clients, covering a wide range of product categories. He is also an experienced writer and lecturer whose articles and professional commentary appear frequently in the Asian press, including the Asian Wall Street Journal, Media, CNN, and CNBC. Currently, Kent is the CEO of OgilvyInteractive Asia, the Interactive division of the Ogilvy & Mather Group. He resides in Bangkok with his wife and son. He can be reached at Kent.wertime@ogilvy.com.
目录
Acknowledgments
Introduction
SECTION I - The Image Market
Chapter 1 The Image Economy
Chapter 2 The Growth Engine
Chapter 3 Hitting the Image Wall
Chapter 4 The Persuasion Process
SECTION II - The Mythic Connection
Chapter 5 Archetypes: The Source Code
Chapter 6 Making Modern Mythology
SECTION III - Mythic Profiles
Chapter 7 Mythic Profile: The Ultimate Strength
Chapter 8 Mythic Profile: The Siren
Chapter 9 Mythic Profile: The Hero
Chapter 10 Mythic Profile: The Anti-Hero
Chapter 11 Mythic Profile: The Creator
Chapter 12 Mythic Profile: The Change Master
Chapter 13 Mythic Profile: The Powerbroker
Chapter 14 Mythic Profile: The Wise Old Man
Chapter 15 Mythic Profile: The Loyalist
Chapter 16 Mythic Profile: The Mother of Goodness
Chapter 17 Mythic Profile: The Little Trickster
Chapter 18 Mythic Profile: The Enigma
Chapter 19 Mythic Figures in Combination and in Local Cultures
SECTION IV - Harnessing Archetypes
Chapter 20 Managing the Intangible
Chapter 21 Improving Consumer Connections
Endnotes
References
Index
