Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy PDF
Preview Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional ser- vice. If legal advice or other expert assistance is required, the services of a compe- tent professional should be sought. Vice President and Publisher: Cynthia A. Zigmund Editorial Director: Donald J. Hull Acquisitions Editor: Mary B. Good Senior Project Editor: Trey Thoelcke Interior Design: Lucy Jenkins Cover Design: Design Solutions Typesetting: the dotted i © 2002 by Laurence Vincent Published by Dearborn Trade Publishing, a Kaplan Professional Company All rights reserved. The text of this publication, or any part thereof, may not be reproduced in any manner whatsoever without written permission from the publisher. Printed in the United States of America 02 03 04 10 9 8 7 6 5 4 3 2 1 Library of Congress Cataloging-in-Publication Data Vincent, Laurence. Legendary brands : unleashing the power of storytelling to create a winning marketing strategy / Laurence Vincent. p. cm. Includes index. ISBN 0-7931-5560-6 1. Brand name products. 2. Brand name products—Marketing. 3. Customer relations. I. Title. HD69.B7 V563 2002 658.8′27—dc21 2002012222 Dearborn Trade books are available at special quantity discounts to use for sales promotions, employee premiums, or educational purposes. Please call our special sales department, to order or for more information, at 800-621-9621, ext. 4307, or write Dearborn Financial Publishing, 30 South Wacker Drive, Suite 2500, Chicago, IL60606-7481. Dedication for Jeanette, semper amemus C O N T E N T S ACKNOWLEDGMENTS ix P A R T I 1. All Brands Are Not Created Equal 3 2. Brand Mythology 19 3. Myth and the Narrative of Legendary Brands 51 4. Legendary Brands and Personal Narrative 77 P A R T I I 5. Investigating Brand Narrative 101 6. Crafting Brand Narrative 121 7. Communicating Brand Narrative 165 8. Brand Culture 187 P A R T I I I 9. Cobranding,Sponsorship,and Partnership Marketing 215 10. Brand Agents 233 11. Nonlinear Branding 255 12. Rescuing the Troubled Brand 267 13. Brand Narrative and the Body Politic 279 14. The Dark Side of Brand Mythology 293 END NOTES 309 INDEX 313 vii viii CONTENTS A C K N O W L E D G M E N T S I am sincerely grateful to the legendary storytellers and marketers who took time out of their busy schedules to meet with me: Lawrence Flanagan, Carl Gustin, Michael Kaye, Joyce King-Thomas, Norman Lear, Steve Le Neveu, Lin MacMaster, Ty Montague, Gerard Muenchen, Dennis Rook, and Elisa Romm. It was a great privilege to gain the in- sights of these shapers of popular culture. This book is a tribute to their accomplishments and generosity. Thanks to the entire crew at Cabana Group. Special honors to Catherine Davie for supporting me without complaint through each new draft of this material. Thanks also to Jim Sheehy for being a con- stant sounding board and occasional devil’s advocate. Many thanks to the entire staff at Dearborn Trade Publishing, but especially to my editor, Mary Good. She was everything a great editor should be: coach, counselor, and collaborator. Thanks also to my agent, Kathleen A. Welton, whose confidence and enthusiasm for this project brought it to fruition. The impetus for this book began while I was working for the late theatrical impresario, James A. Doolittle. He was a Legendary Brand ix x ACKNOWLEDGMENTS all by himself. His influence on my career and my thinking gave me the confidence to try writing a book. I will be forever grateful to him. I have often been accused of insanity because I decided to pen a book while simultaneously starting a new business and raising a young family. I think I’m pretty sane, but if I am, it is only because so many people supported me along the way and contributed generously to this project. For starters, thanks to my business partners at Cabana Group—Hap Deneen, Mitch La Grow, and Neil Patel—who gave their full support to the project, cheered me on during some very frustrating times, and kept me laughing. Thanks to the mentors who have coached and believed in me: Ellen Ketchum, Sallie Merritt Green, Hilary Mese- role, Pamela Richardson, Serena Tripi, and Michael Widman. Thanks to my grandmother, June Callihan—the greatest role model of perseverance and dedication I have ever known. My love and thanks to my mother, Kathleen, who sacrificed nearly everything to help me succeed and instilled within me the inspiration to pursue the writer’s path. Thanks also to my sisters, Kelly and Lisa, for not allowing me to take myself too seriously (yes, I’m doing it now). I owe a debt of gratitude to my children, Lucas and Jordan, because they made life fun during the un-fun writing process. But most of all, thanks to Jeanette, my wife. Without her I could not sign my name, let alone write a book. She is the best friend I’ve ever had, the most lov- ing person I’ve ever known, and still the most beautiful woman I’ve ever seen. Though she would never accept any credit for this book, if not for her affection, patience, and steadfast belief in me, I might never have finished it. For this and so many other reasons, I dedicated it entirely to her.
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