The authors present the neuromarketing foundation underlying the concept and application of Brand Vision Archetypes, clarify important issues including how many archetypes you should work with, how and when to use primary and secondary archetypes, how to avoid default and shadow archetypes, to the question of when you should change your brand vision archetype. The book includes a complete set of archetypes and guidelines for conducting a Brand Vision Archetype and a Touchpoint Engineering workshop, respectively. Kim is Head of Talent and Marketing with the Clemenger Group in Australia, which...

Comment construire le futur de votre marque? Pourquoi et comment les brand vision archetypes vous aident a accomplir cette mission est le sujet de ce livre. Vous y trouverez des guides pratiques, les pieges a eviter, comment conduire des workshops, les listes de controle ainsi qu'un jeu complet de brand vision archetypes que vous pourrez copier pour votre propre usage.