Myth Magic Marketing An Irreverent History Of Branding From The Acropolis To The Apple eBook Walt Kuenstler
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Myth, Magic & Marketing An Irreverent History Of Branding From The Acropolis to the Apple , explores how modern brand gods such as Nike and Apple create fanatical devotion in their customers by appealing the the desire for magical solutions to life’s problems.
Author Walt Kuenstler uses intelligence, wit and historical perspective to make the point that we don’t buy products — we buy hope, and all that hope entails.
Learn how marketing principles we take for granted actually first appeared at the dawn of mankind. With a wink, marketing veteran Kuenstler even suggests that branding actually made civilization itself possible.
Ancient myths tell us that there are gods and spirits who can grant any wish we have. All you have to do is say the right prayer, or offer the right sacrifice, and your dreams will come true. Those long-ago gods now live inside today’s top brands. Venus, the goddess of love, now whispers Victoria’s Secret in our ear. Dionysus, the god of wine, now lifts his glass and says “This Bud’s for you.”
Consumer behavior is governed by timeless archetypal patterns. While language and symbols evolve, the meanings and motivations behind the language remain constant. And shoppers become eager converts to whatever product offers the most enticing brand gospel. While science may have replaced the supernatural in our public conversation, ancient cravings for heavenly solutions still heat our blood-and our VISA cards.
Even common advertising vocabulary carries its own myth and magic. For example, the word "logo" seems simple enough. Until you discover that it comes from a much, much older term, "Logos" that literally means “the word of god that brings order to the universe.” Which may explain why those logos for Nike and Coca Cola can carry so much power in the market and are universally recognized around the globe.
You’ll meet early advertising pioneers such as Bruce Barton, who took on Jesus Christ as his client, and discover how John Wanamaker wrote used fairy tales to build a retailing empire.
Drawing upon luminaries including Carl Jung, Camille Paglia, Roy Rogers, Plato and Kierkegaard, Myth, Magic & Marketing is required reading for everyone in brand management, advertising, and marketing. Not to mention savvy shoppers who want to know more about what motivates them to chose their favorite products.
Discover how a little bit of myth can add real magic to the power of your own marketing!
Myth Magic Marketing An Irreverent History Of Branding From The Acropolis To The Apple eBook Walt Kuenstler
It is not easy to imagine a person who would not be greatly enriched by this amazing book. Walt Kuenstler takes objects and ideas we handle or see every single day and shows us the underlying archetypal pattern that informs them. Most of us when we have a dream wake up and ask, "I wonder what it means!?" Here you have an opportunity to understand the meaning behind your day-world where the waking dream is alive and well. A masterfully written, fun to read and easy to comprehend book where the mercurial wit of the author only enhances his insights. A must read for anyone on a path of awakening.Laurence Hillman, Archetypal Astrologer, Author "Planets in Play."
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Myth Magic Marketing An Irreverent History Of Branding From The Acropolis To The Apple eBook Walt Kuenstler Reviews
Myth, Magic & Marketing tackles a broad and deep topic - how ancient myths affect modern marketing - with humor and insight. I expected a dry dissertation, but was pleasantly surprised with author Walt Kuenstler's skill in navigating the sometimes murky waters of ancient myths and their impact on our buying habits. Some parts were enlightening, some laugh-out-loud funny, and some unexpectedly answered my long-held questions, like why is that swoosh on the side of Nike shoes, and what does it mean? (I always thought it represented a runner, but...not quite...)
Myth, Magic & Marketing is an easy, enjoyable read for anyone interested in this topic, but especially for marketers, who can benefit from understanding how the old ties in with the new. After all, knowing where you came from is the best way to get where you're going.
This brief, very readable, very engaging and revealing book gets to the core of what gives everlasting brands their real power and true value in the marketplace in terms of influencing behavior and creating pricing premiums by instilling loyalty that transcends cold cost and benefit calculations -- namely the timeless myths and magic that great brands tap into, rooted in our common story heritage that can be found in universal archetypes that connect us all. I've been trying to convey this to business clients -- CMO's and the like of big corporations as well as the "almost famous" in need of "personal branding" work to elevate their "street cred" -- throughout my years of consulting...but never as effectively and cogently as this small volume does. As such, I find myself stealing from it constantly. Highly recommend.
No research to back the author's thoughts. Not very engaging once I figured out that it wasn't an academic work.
Although an avid reader and a somewhat sophisticated consumer, I would not ordinarily select a book about marketing and branding. However, I was intrigued by the title of Walt Kuenstler's new book, "Myth, Magic & Marketing." A bit to my surprise, I was not disappointed by what was inside the covers.
Mr. Kuenstler has written a book about marketing with clarity, wit, and wonderful examples of why we choose the brands we do. By including amusing family anecdotes, and humorous stories from his professional career in advertising, he has created a book that is both insightful and personal.
Whether you have a professional interest in marketing or just want to understand the choices you make while shopping, this book is both accessible and highly original.
It is not easy to imagine a person who would not be greatly enriched by this amazing book. Walt Kuenstler takes objects and ideas we handle or see every single day and shows us the underlying archetypal pattern that informs them. Most of us when we have a dream wake up and ask, "I wonder what it means!?" Here you have an opportunity to understand the meaning behind your day-world where the waking dream is alive and well. A masterfully written, fun to read and easy to comprehend book where the mercurial wit of the author only enhances his insights. A must read for anyone on a path of awakening.
Laurence Hillman, Archetypal Astrologer, Author "Planets in Play."
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