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Sinopsis
All brands want to be loved. Creating that positive emotional connection between product and audience is brand management's holy grail. But not all brands achieve this goal. And perhaps the ones that most want to be loved are the ones that fall short of finding affection. What are these brands missing? How can they bring themselves closer to their customers and their own people? How can they reveal the grail? "The Invisible Grail" argues that the secret to unearthing this ultimate prize already exists within most businesses. But it lies hidden. Beaten down by the continued over-emphasis on visual impact. The answer lies within the power of the brand's verbal identity - the words and stories that are used to represent what the brand stands for. What is verbal identity? And where can it be found, lurking, hidden from view? "The Invisible Grail" answers those questions by taking the reader on a quest that explores the extraordinary but neglected power of language to bring brands and their audiences into more rewarding relationships.
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Acerca del autor
John Simmons is verbal identity director for Interbrand, the world's leading brand consultancy. Over recent years, he has almost invented the discipline of verbal identity as a natural twin to visual identity. His approach is far from being abstract and theoretical. He is committed to helping people to love words and use them more effectively. His advice, and his example, are widely followed by senior business people, marketing professionals and brand practitioners around the world. His previous book, We, Me Them and It received high praise and recommendations from sources as diverse as the Chairman of Unilever, USA Today, and the magazines Marketing and FHM. John is based in London and travels extensively. Most recently he has been working with Air Products in the US, Orange in the UK, Sasol in South Africa and Guinness globally.
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The Invisible Grail : In Search of the True Language of Brands
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Cengage South-Western, 2003
ISBN 10: 158799156X
ISBN 13: 9781587991561
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Librería: Better World Books: West, Reno, NV, Estados Unidos de America
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The Invisible Grail: In Search of the True Language of Brands
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The Invisible Grail: In Search of the True Language of Brands
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The Invisible Grail: In Search of the True Language of Brands
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The Invisible Grail: In Search of the True Language of Brands
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Texere Publishing 12/04/2003, 2003
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The Invisible Grail: In Search of the True Language of Brands
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Texere Publishing 12/04/2003, 2003
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The Invisible Grail: In Search of the True Language of Brands
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The Invisible Grail: In Search of the True Language of Brands
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The Invisible Grail: In Search of the True Language of Brands
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ISBN 13: 9781587991561
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