Book2002

Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy

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Literature, Culture, and Aesthetics Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Laurence Vincent's book examines the powerful mythology surrounding such revered brands as Kodak, Starbucks, Harley Davidson, Coca-Cola, and many more. He shows marketers how to think like storytellers in order to draw consumers into a lifelong relationship. Step by step, readers will learn how to craft a narrative that is based on the most fundamental, or sacred, beliefs of their consumer group.

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