A brand's meaning -- how it resonates in the public heart and mind -- is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies to:

? Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand

? Harness the power of the archetype to align corporate strategy to sustain competitive advantage

• We started tracking this book on November 12, 2014.
• This book was £15.10 when we started tracking it.
• The price of this book has changed 97 times in the past 3,824 days.
• The current price of this book is £17.66 last checked 8 hours ago.
• This book is at its lowest price in the past 90 days.
• This lowest price this book has been offered at in the past year is £17.58.
• The lowest price to date was £1.64 last reached on July 15, 2016.
• This book has been £1.64 one time since we started tracking it.
• The highest price to date was £18.04 last reached on March 26, 2018.
• This book has been £18.04 21 times since we started tracking it.

• Business & InvestingBiographies & Primers
• Business & InvestingMarketing & Sales

• Text-to-Speech: Enabled
• Lending: Disabled
• Print Length: 399 Pages
• File Size: 90 KB