LEGENDARY BRANDS: UNLEASHING THE POWER OF STROYTELLING TO CREATE A WINNING MARKET STRATEGY

DE Laurence Vincent. Dearborn, 2002. FIRST EDITION. Texto en inglés. 322 pp. 24 x 16. Tela editorial tapa dura con dorados en lomo y sobrecubierta de editorial ilustrada. Sin subrayados ni anotaciones. Perfecto estado de conservación. ISBN: 9780793155606. Vincent, a chief strategic officer in a marketing agency, describes legendary brands as brands whose popularity is rooted in emotion, identity, and personal philosophy. He asserts that legendary brands such as American Express, Apple, and Harley-Davidson forge bonds with consumers through narratives and myths, and shows how marketers and brand managers can learn to think like storytellers by understanding the narrative cycle that binds consumers to the brand.