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You have only an instant to connect with consumers. In a few heartbeats, your brand image must gain traction and begin the process of enticing and persuading your audience. Only the best images survive this process, so every advantage counts.

Building Brands and Believers is designed to help you succeed in this hyper-demanding environment. It puts forward a simple but powerful idea: namely, that by understanding the subconscious workings of the mind, you can better motivate consumers. Kent Wertime, a veteran advertising and communications expert, explores the DNA of contemporary commercial images. He explains in clear, simple terms the source code of images and provides steps you can take to improve your chances for success. Read Building Brands and Believers to understand the dynamics of archetypes that:

Underlie all commercial images

Help in successful brand building in advertising, marketing and entertainment

Work across borders and cultures to effectively enhance consumer beliefs

Enable you to harness the subconscious to improve your image creation efforts.

Building Brands and Believers is essential reading for anyone who wishes to compete on either a local or global stage. It offers practical tips and an image management framework that will help communicators in all media maximize the investments they make in the intangible assets of their image. Building Brands and Believers promises to offer profound and valuable insights into what makes images work. Read it, and you’ll have a fresh perspective on developing winning images.

作者简介：Kent Wertime is a veteran of the international advertising and communications industry. His career to date has included executive positions in New York, Hong Kong, Bangkok, and Singapore. Kent has worked with dozens of blue-chip multinational clients, covering a wide range of product categories. He is also an experienced writer and lecturer whose articles and professional commentary appear frequently in the Asian press, including the Asian Wall Street Journal, Media, CNN, and CNBC. Currently, Kent is the CEO of OgilvyInteractive Asia, the Interactive division of the Ogilvy & Mather Group. He resides in Bangkok with his wife and son. He can be reached at Kent.wertime@ogilvy.com.

Acknowledgments

Introduction

SECTION I - The Image Market

Chapter 1 The Image Economy

Chapter 2 The Growth Engine

Chapter 3 Hitting the Image Wall

Chapter 4 The Persuasion Process

SECTION II - The Mythic Connection

Chapter 5 Archetypes: The Source Code

Chapter 6 Making Modern Mythology

SECTION III - Mythic Profiles

Chapter 7 Mythic Profile: The Ultimate Strength

Chapter 8 Mythic Profile: The Siren

Chapter 9 Mythic Profile: The Hero

Chapter 10 Mythic Profile: The Anti-Hero

Chapter 11 Mythic Profile: The Creator

Chapter 12 Mythic Profile: The Change Master

Chapter 13 Mythic Profile: The Powerbroker

Chapter 14 Mythic Profile: The Wise Old Man

Chapter 15 Mythic Profile: The Loyalist

Chapter 16 Mythic Profile: The Mother of Goodness

Chapter 17 Mythic Profile: The Little Trickster

Chapter 18 Mythic Profile: The Enigma

Chapter 19 Mythic Figures in Combination and in Local Cultures

SECTION IV - Harnessing Archetypes

Chapter 20 Managing the Intangible

Chapter 21 Improving Consumer Connections

Endnotes

References

Index

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书籍介绍

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 ofthe 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