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Building Brands & Believers--How to connect with C***umers using Archetypes "Kent Wertime successfully argues that while products are be,coming more alike, brands can avoid 'commoditization' by drawing on the rich language of archetypes to tap into more unc***cious and emotional levels that influence c***umer perception and preference. His book provides a highly suggestive framework for bringing any brand to life."-- Philip Kotler, S.C. Johnson Distinguished Professor of international Marketing, Kellogg Graduate School of Management, Northwestern University "Building Brands and Believers offers striking new insights ino the ways in which companies connect with c***umers. Kent Wertime's profound experience in marketing-across many products and regi*** ofthe world-has resulted in an intriguing and highly persuasive model, based on twelve *** archetypes. This highly original and thought-provoking book make an important new contribution to the branding debate."-- Simon Anholt , C***ultant and Author of Another one Bites The Grass "A must-read for all marketers who value and apply c***umer insights in thier decision ***. Kent Wertime skillfully captures the connecti*** between brands and the users' minds with simplicity and clarity."-- Michael Tan , Senior Director of Marketing, Tricon Restaurants International Asia Franchise "Kent Wertime is one of the most stimulating thinkers I've worked with. I am recommending this book as a superb ***ysis of how modern communication works. Buy it and learn how to build a brand."-- John Goodman , President, OgilvyOne Asia-Pacific "Brands are woven into the fabric of popular cultures the world over. By ***yzing how brands connect with c***umers, Building Brands & Believers shows how companies can communicate their brand and company images more effectively to create value and achieve superior business results."-- Malcolm Sullivan , Marketing Director, China Mid-Pacific Region, FedEx "Kent Wertime provides valuable insights on how companies can use archetypes to enhance their brands. This book will change many readers' views about the way to create effective images and communication."-- Joerg Ohle , Regional Director, Bayer Health Care Asia Pacific

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Building Brands & Believers--How to connect with C***umers using Archetypes "Kent Wertime successfully argues that while products are be,coming more alike, brands can avoid 'commoditization' by drawing on the rich language of archetypes to tap into more unc***cious and emotional levels that influence c***umer perception and preference. His book provides a highly suggestive framework for bringing any brand to life."-- Philip Kotler, S.C. Johnson Distinguished Professor of international Marketing, Kellogg Graduate School of Management, Northwestern University "Building Brands and Believers offers striking new insights ino the ways in which companies connect with c***umers. Kent Wertime's profound experience in marketing-across many products and regi*** ofthe world-has resulted in an intriguing and highly persuasive model, based on twelve *** archetypes. This highly original and thought-provoking book make an important new contribution to the branding debate."-- Simon Anholt , C***ultant and Author of Another one Bites The Grass "A must-read for all marketers who value and apply c***umer insights in thier decision ***. Kent Wertime skillfully captures the connecti*** between brands and the users' minds with simplicity and clarity."-- Michael Tan , Senior Director of Marketing, Tricon Restaurants International Asia Franchise "Kent Wertime is one of the most stimulating thinkers I've worked with. I am recommending this book as a superb ***ysis of how modern communication works. Buy it and learn how to build a brand."-- John Goodman , President, OgilvyOne Asia-Pacific "Brands are woven into the fabric of popular cultures the world over. By ***yzing how brands connect with c***umers, Building Brands & Believers shows how companies can communicate their brand and company images more effectively to create value and achieve superior business results."-- Malcolm Sullivan , Marketing Director, China Mid-Pacific Region, FedEx "Kent Wertime provides valuable insights on how companies can use archetypes to enhance their brands. This book will change many readers' views about the way to create effective images and communication."-- Joerg Ohle , Regional Director, Bayer Health Care Asia Pacific