What makes a brand become the stuff of legend? Author and consultant Laurence Vincent says it's the power of a good story. Vincent, whose specialty is forging alliances between consumer brands and entertainment properties, presents an interesting parallel between marketing and storytelling that makes sense in today's increasingly cluttered media environment. Vincent introduces you to the basics of myth and storytelling. He explains how these concepts apply to marketing strategy and offers plenty of real-world examples and case studies to illustrate his points. Except for predicting the coming integration of advertising and content (it's been around for decades), Vincent's book is full of fresh insight. getAbstract recommends this book to brand managers and marketing executives who want to learn how to turn their brands into powerful icons. Legendary Brands takes the reader step by step through the process - just like any good story.
In this summary, you will learn
- The characteristics of a legendary brand;
- How to elevate your brand to legendary status; and
- How one company restored a tarnished brand's reputation.
About the Author
Laurence Vincent is the chief strategic officer of Cabana Group, a marketing agency based in Los Angeles, California, that specializes in marketing alliances between entertainment properties and leading consumer brands. He previously managed global corporate alliances for The Walt Disney Company. He has a BA from the School of Cinema and Television, and an MBA from the Marshall School of Business, both at the University of Southern California.