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Author ix
Preface xi
Introduction xiii
About Brands 1
Human Motivation: How and Why We Seek Meaning 11
Perception 49
The Meaning of Things 77
Brand Meaning: Definitions and Directions 111
Brand Meaning and Brand Strategy 159
The Evolution of Brand Meaning 189
Brand Communication 207
References 225
Appendix 233
Credits 237
Author Index 241
Subject Index 245
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Nicholas Eiesland
reviewed Brand Meaning on September 19, 2016
Brand Meaning
Considering this book is from 2004, it is a good read for looking at tech in hindsight.
Makes one understand why divergence is the key to evolution of tech & mankind.
But is too critical of convergence.
Yes, there have been numerous failures trying to converge certain products/technologies together.
But the 0.1% that have succeeded have been phenomenal.
IPhone, phone-video-calls, wechat-like superapps, hell even a McCafe.
I feel its about getting the right things together to create products that people will find indispensable.
A current Amazon would be a very good case study for the authors.
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