Building Brands & Believers--How to connect with Consumers using Archetypes "Kent Wertime successfully argues that while products are be,coming more alike, bran

The author explains why the most successful brands--whether products, services, or organizations--create a culture of belief, in which the consumer develops a p

Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cul

Through a series of fascinating case studies of faith brands, marketing insider Mara Einstein has produced a lively account of the book in the commercialization

Branding has reached a new frontier. In the future, brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains sh