Coverbild Marke & Sehnsucht
Marke & Sehnsucht
€ 19.80
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Author: Bernd Kreutz
German
October 2003 , 104 Pages
softcover with wire-o-binding
240mm x 185mm
ISBN: 978-3-7757-9161-8
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"It was desire that made the Rolling Stones objects of identification and turned them into a brand. Desire is the prerequisite for and the key to every form of brand-building." (from Brands and Desires)
Brands identify products and services. Yet a brand is much more than a "brand name" or a "brand logo" on a "brand-name product." Brands reflect individual and collective desires that go far beyond a product's utilitarian benefit. Brands are found in every business and in every market. The sense of fascination they evoke is the key to the success of such brands. Brands and Desires presents twenty-five vivid examples of the link between brands and desires. The author: Bernd Kreutz (born in 1950) is a communications consultant and advisor to top executives in major corporations and institutions. The Düsseldorf expert has received numerous awards for his work, including Corporate Design Awards, "Effies" for efficient advertising, and several dozen honors from the Art Directors Club. A typical example of Kreutz's holistic approach to businesses and brands is his novel idea of associating electrical power with a color, from which the concept for the "Yello Power" brand was developed, one of the most successful launches in the history of marketing in Germany. Germany's leading news magazine Der Spiegel called him an "advertising genius."
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