The Hero and the Outlaw
Customers want to know where a product comes from, who the people are behind it, and how committed they are to delivering a quality product. Customers don’t buy a brand or a logo as much as they buy into a set of values. And there’s no better way to reveal a company’s values than through the stories that fueled the people who lead it and continue t
... See moreCarmine Gallo • The Storyteller's Secret: From TED Speakers to Business Legends, Why Some Ideas Catch On and Others Don't
every company strives to manufacture a deep emotional connection between its brand and some desirable personal goal or worthy aspiration.
Dr. David Lewis • The Brain Sell: How the new mind sciences and the persuasion industry are reading our thoughts, influencing our emotions, and stimulating us to shop
Here are the basic human desires that each match with a specific archetype;LIBERATION > THE OUTLAWPOWER > THE MAGICIANMASTERY > THE HEROINTIMACY > THE LOVERENJOYMENT > THE JESTERBELONGING > THE EVERYMANSERVICE > THE CAREGIVERCONTROL > THE RULERINNOVATION > THE CREATORSAFETY > THE INNOCENTUNDERSTANDING > THE SAGEFREE... See more
Stephen Houraghan • Brand Archetypes: The Definitive Guide [36 Examples]
Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible
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