Rational madness : the essence of brand storytelling /
| Main Author: | |
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| Format: | eBook |
| Language: | English |
| Published: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2025.
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| Edition: | First edition. |
| Series: | Marketing collection.
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| Subjects: |
Table of Contents:
- Part 1. Introduction: the backstory of the story. Chapter 1. Storytelling as a weapon ; Chapter 2. The business of Renaissance people ; Chapter 3. The fundaments of brand building ; Chapter 4. The human shield of an idea ; Chapter 5. The channel is a servant, not a master ; Chapter 6. Strong brands are elastic ; Chapter 7. Modern marketer and content responsibility ; Chapter 8. The safe courageousness ; Chapter 9. Brands and United Nations declaration of human rights
- Part 2. Case studies. Nike: Part I. Rethinkiing the iconic marketing concept ; Nike: Part II. Moments of just do it
- Virgin Atlantic: The brand that prevents World War III
- Tesla: Part I. How a brand that doesn't advertise advertises ; Tesla: Part II. A framework for brand storytelling
- Progressive: Using psychology to disrupt a generic industry
- Electrify America: Changing weakness into a winning brand concept
- KitKat: Brand concept as a coping mechanism.