Building Brands & Believers--How to connect with Consumers using Archetypes "Kent Wertime successfully argues that while products are be,coming more alike, brands can avoid 'commoditization' by drawing on the rich language of archetypes to tap into more unconscious and emotional levels that influence consumer perception and preference. His book provides a highly suggestive framework for bringing any brand to life."--Philip Kotler, S.C. Johnson Distinguished Professor of international Marketing, Kellogg Graduate School of Management, Northwestern University "Building Brands and Believers offers striking new insights ino the ways in which companies connect with consumers. Kent Wertime's profound experience in marketing-across many products and regions of the world-has resulted in an intriguing and highly persuasive model, based on twelve simple archetypes. This highly original and thought-provoking book make an important new contribution to the branding debate."--Simon Anholt, Consultant and Author of Another one Bites The Grass "A must-read for all marketers who value and apply consumer insights in thier decision making. Kent Wertime skillfully captures the connections between brands and the users' minds with simplicity and clarity."--Michael Tan, Senior Director of Marketing, Tricon Restaurants International Asia Franchise "Kent Wertime is one of the most stimulating thinkers I've worked with. I am recommending this book as a superb analysis of how modern communication works. Buy it and learn how to build a brand."--John Goodman, President, OgilvyOne Asia-Pacific "Brands are woven into the fabric of popular cultures the world over. By analyzing how brands connect with consumers, Building Brands & Believers shows how companies can communicate their brand and company images more effectively to create value and achieve superior business results."--Malcolm Sullivan, Marketing Director, China Mid-Pacific Region, FedEx "Kent Wertime provides valuable insights on how companies can use archetypes to enhance their brands. This book will change many readers' views about the way to create effective images and communication."--Joerg Ohle, Regional Director, Bayer Health Care Asia Pacific

The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a powerful emotional attachment to the brand as the best of its kind.

Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cult members to discover what makes them tick. And he explains exactly how brands like Harley-Davidson and Apple make their customers feel unique, important and part of an exclusive group - and how that leads to solid, long-term relationships between a company and its customers. In addition to describing a fascinating phenom- enom, it will be of enormous value to businesses as it reveals the secret to customer loyalty.

Through a series of fascinating case studies of faith brands, marketing insider Mara Einstein has produced a lively account of the book in the commercialization of religion.

Branding has reached a new frontier. In the future, brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing. Drawing on the latest research and design thinking Brand esSense shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.

Stand Out! is a book about branding and its evolution, practice, and power in today’s digital age. It presents the “why-do” and the “how-to” along with a passionate philosophy on transforming business through brand-centered change. It spells out a sequential, easily understandable, proven brand-building process and is a key reference text for anyone in¬terested in brand development, leadership, innovation, and sustainable business growth. Reader understanding and enjoyment are enhanced by ample presentation of supporting tables, charts, case examples, expert tips, real-life experiences and pull-out quotes, as well as a helpful “word wizard” glossary at the end of each chapter explaining business terms and expressions used. This book democratizes branding: It makes branding—its history, theory, and practice—easily accessible and actionable. Stand Out! replaces the mystique of brand strategy with the magic of brand transfor¬mation....it makes it exciting and fun and puts that power directly into the hands of the business masses. It is a practical handbook for getting started with branding or for strengthening an existing brand management system. It gives the reader the confidence, permission, and skills to get branding now!

For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"