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 visibility, and underscores enormous profit potential.
Author Laurence Vincent has been a keen observer and frontline player in developing the brand stories of many outstanding companies. In Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy, he explores:
· The four essential elements that support a successful branding effort
· Ways consumers bond with a particular brand and create a unique culture around a product
· How the best brands tell their stories in ways beyond television spots or space ads-through product placements and sponsorships, among other tactics
· Special problems and anomalies in building a legacy, including a discussion of public and charitable causes, political brands, and public personalities
· Innovative research tools that reveal attitudes and feelings about products that traditional research methods (focus groups, for example) overlook
· What leading marketers do when a brand becomes irrelevant or damaged-how they revive and position their brands in fresh and exciting ways
More than a discussion of theory, Legendary Brands is also a prescriptive guide that outlines how to apply the theory to specific brand issues. This book presents readers with plenty of no-nonsense interviews with leading brand managers, creative directors, and other experts. From their frank comments, readers will learn new ways to approach specific marketing problems, as well as innovative solutions to untangle an assortment of thorny branding issues.
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Laurence Vincent is a founder and senior principal of Cabana Group, a Los Angeles-based marketing and strategic alliance consulting firm for entertainment and media properties. He leads the firm’s Strategic Planning practice, which assists clients in developing long-range, consumer-focused strategic alliances. He also heads Cabana Group’s research initiatives, which explore consumer attachments to brand experiences. Vincent’s prior work experience includes five years in the Corporate Alliances division at The Walt Disney Company, where he managed global, consumer-focused marketing alliances between Disney and such Fortune 500 companies as American Express, AT&T, Coca-Cola, FedEx, Kodak, and Mattel, among others. He is a frequent speaker on the topics of branding and corporate alliances.From Publishers Weekly:
How does a swoosh come to stand for a heroic victory, or a common fruit come to represent individuality and innovation? Vincent asserts that the secret to the phenomenal success of companies like Nike and Apple is the narrative that communicates the underlying brand philosophy, one which engages and inspires consumers to use and stay loyal to "legendary brands." For instance, the story of grit and defiance underlying Harley Davidson attracts those who want to be a part of the open road myth, just as the clean-cut optimism of the Ralph Lauren story appeals to those who aspire to financial success. Among the many brands Vincent touches upon are Kodak, Ben & Jerry's and even Linux. How to create such compelling brand narratives remains elusive, though, since Vincent devotes many pages to theorizing about narrative structure, but doesn't actually break down the elements of success stories. His scientific tone and wordy descriptions of basic concepts are distracting (e.g., "Brand mythology acts upon the cognitive orientation centers of the brain in much the same way that religion and other deeply held philosophical beliefs do"). Although Vincent fills the book with myriad examples of legendary brands, he doesn't offer enough analysis regarding how the companies built persuasive brand narratives, not to mention maintained and expanded their success. Despite his good ideas, Vincent misses the most basic tenet of storytelling: show, don't tell.
Copyright 2002 Reed Business Information, Inc.
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Descrizione libro Kaplan Business, 2002. Hardcover. Condizione libro: New. book. Codice libro della libreria M0793155606
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