Pat Jordan

Creating a Brand Story

Use Psychology to Deliver a Customer-Centred Narrative

• Gebundenes Buch

Produktbeschreibung

Use psychology to tap into your customers' inner narratives in order to create brand stories that really resonate.

---

Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 232
• Erscheinungstermin: 24. Juni 2025
• Englisch
• ISBN-13: 9781398618848
• ISBN-10: 1398618845
• Artikelnr.: 70358976

Autorenporträt

Pat Jordan is a global brand consultant, academic and government advisor based in London, UK. As founder of The Worldwide Psychology Company, he advises the private sector and governments on issues of branding, marketing and strategy based on customer insights. As an academic, he is currently Professor of Design Psychology at Middlesex University and Professor of Branding at CEDIM, Mexico. He is a speaker and guest lecturer, speaking at conferences such as Forrester Marketing Forum, The Marketing Meet Up and the Market Research Society's Conference.

Inhaltsangabe

Section
ONE: Stories and Identities Chapter
01: Why stories are important Chapter
02: How stories can speak to customers' identities Chapter
03: How to find and understand customers' desired identities Section
TWO: Archetypes Chapter
04: Archetypes and how to use them for market segmentation Chapter
05: How brands can use archetypes to tap into customers' desires Section
THREE: Methods and Processes Chapter
06: User requirements Chapter
07: Branding and brand attributes Chapter
08: Creating and using personas Chapter
09: Measuring and evaluating success