Legendary Brand: Interpret the charm of narrative, create a winning market strategy: Interpret the charm of narrative, create a winning market strategy

Author: Vincent
Publisher:
Publish Date: 2004-06-01
Features: "The Legendary Brands" provides a fresh perspective on analyzing and solving problems faced by ordinary (and non-ordinary) brands based on theoretical discussions. Through efficient communication with outstanding brand managers, innovative directors, and other experts, readers can grasp the underlying charm of storytelling—the ability to create legendary brands regardless of the times. Where there are brands, there are legendary brands. Apple, KrispyKreme, Harley-Davidson, and KateSpade are all legendary brands. They can evoke deep emotions, sometimes even worship. No wonder they make all marketers envy them. This consumer loyalty is not accidental. Legendary brands craft compelling stories and myths, whose enduring appeal has generated massive consumer bases and remarkable market performance. They excel at building brand myths through customer relationships, attracting loyal customer groups, standing out, and creating substantial profits.