Lеgеndаry Brаnds: Unlеаshing thе Powеr of Storytеlling to Crеаtе а Winning Mаrkеt Strаtеgy
Publisher: Kаplаn Businеss
Number of Pages: 336
Published: 2002-10-18
List price: $27.00
Why do Coke, Nike, and Apple inspire so much loyalty among consumers? Laurence Vincent explains how smart marketing professionals can emulate these companies to build lasting brand allegiance. Coke, Martha Stewart, Ralph Lauren, and Hallmark engender tremendous devotion, sometimes almost a cult following, among consumers. To create this kind of loyalty, these brands express consistent values and "stories" and, in the process, claim a unique niche in the marketplace. These most successful brands have fine-tuned their stories, building a legacy that attracts steadfast fans, creates tremendous...