Description:

Make the ultimate connection to the consumer with a gripping story about your brand. Inspiring fanatic loyalty and consumer involvement, heroic brands tell a story that consumers are eager to adopt as their own. Working step by step, marketing strategists learn to unleash their narrative powers in order to craft a powerful brand story that mirrors the core beliefs of the consumer group. 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. From creating a "brand bible"(containing unassailable truths about the brand), to inventing characters, plot, conflict, and resolution, "Legendary Brands" is a practical guide to storytelling as strategy.