 Building Brands & Believers : How to Connect with Consumers Using Archetypes
ISBN: 978-0-470-82067-4
Hardcover
250 pages
January 2003
US $34.95
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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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