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The Hero and the Outlaw

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Some brands are so extraordinary that they become larger-than-life, symbolic of entire cultures, and used and admired by consumers the world over. But in spite of all the books and banter about branding, few companies come even close to developing iconic identities for their brands. New brands are being born every minute, with lots of flash and fanfare, but often with no real human connection to make them truly relevant. At the same time, mature brands are diluting their identities in an attempt to respond to shifting ...

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The Hero and the Outlaw
2002, McGraw-Hill Companies, London

ISBN-13: 9780071407618

Trade paperback

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