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A brand's meaning--how it resonates in the public heart and mind--is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero Within) and branding guru Margaret Mark, this groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes. The book provides tools and strategies to: - Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand - Harness the power of the archetype to align corporate strategy
A brand's meaning--how it resonates in the public heart and mind--is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written by best-selling author Carol S. Pearson (The Hero
The Rose tells the story of the world's favorite flower through 40 of the most popular and fascinating species and hybrids. Arranged chronologically, The Rose brings to life the arrival of each flower in European gardens, detailing the history of the layout of rose gardens and the role that roses
From one of the most iconic game brands in the world, this official DUNGEONS & DRAGONS illustrated history provides an unprecedented look at the visual evolution of the brand, showing its continued influence on the worlds of pop culture and fantasy. Inside the book, you’ll find more than seven
The building culture of China is currently one of the most innovative and most adventurous in the world because of the bold ways architects approach materials and genres as well as forms and functions. At the same time, it offers the opportunity to implement the most daring designs in the shortest
Paper is one of the simplest and most essential pieces of human technology. For the past two millennia, the ability to produce it in ever more efficient ways has supported the proliferation of literacy, media, religion, education, commerce, and art; it has formed the foundation of civilizations,
Glass and Glazing looks at the conservation of one of the most important building materials, and its use in windows, roofing and walling. It considers the technological evolution of glass and glazing systems, the processes causing deterioration, and the practical application and long-term
The iconic figure of Robert the Bruce has gone down through the centuries as one of the most remarkable leaders of all time. With equal parts tenacity and ruthlessness, he had himself crowned King of Scotland after murdering one of his most powerful rivals, and so began the rule of an indomitable
This book is the first national history of the building of some of Ireland's most important historic public buildings. Focusing on the former assize courthouses and county gaols, it tells a political history of how they were built, who paid for them, and the effects they had on urban development in
Footprints: An Interactive Journey Through One of the Most Beloved Poems of All Time explores each line of Margaret Fishback Powers' timeless poem that highlights the ways God cares for people who are hurting or lonely. Now with a repackaged four-color design and new journaling and list prompts,
Sother Teague, one of New York's most knowledgeable bartenders and Wine Enthusiast's Mixologist of the Year (2017), presents a brief history of both classic and lesser-known spirits with modern-day wit and old-school bar wisdom, accompanied by easy-to-mix drink recipes you'll soon commit to memory
An incredible and evocative journey into the most exotic and unknown realms on the planet ... Here is a book that makes you stop and wonder at every page; a deeply engaging guided tour through an eerie world where mankind's old myths and legends seem to acquire a mesmerising reality
Dior is one of the most revered names in fashion, the archetype of the Parisian couture house. Famous for launching the 'New Look,' Christian Dior's landmark first collection that marked a sea change in women's dress after the Second World War, Dior is known today for its exquisite couture line of
One of the most highly-regarded and respected authors and lecturers in the West, Giovanni Maciocia, illuminates and examines the art of traditional Chinese acupuncture with this in-depth look at the secondary channels and other key structures encompassing the human body in Chinese anatomy. This
The Blazing World is one of the most fascinating, unusual and astonishing pieces of literature in the English language. Written in 1666 by Margaret Cavendish, the Duchess of Newcastle, the story follows a young woman who is transported to a world of animal-people, becomes their empress, and
From the green, terracotta and ochre of the Ionian Islands in the west, to the brilliant blue and white of the Aegean, the villages of Greece and its islands present a picture of incomparable beauty. This title presents a picture of a village culture largely lost to other countries of Europe, but
The life-changing principles of Stoicism taught through the story of its most famous proponent Roman emperor Marcus Aurelius was the final famous Stoic philosopher of the ancient world. The Meditations, his personal journal, survives to this day as one of the most loved self-help and spiritual
The young man at the center of this extraordinary and moving story will one day be among the most highly paid athletes in the National Football League. When we first meet him, he is one of thirteen children by a mother addicted to crack; he does not know his real name, his father, his birthday, or
One of the most powerful and most widely read novels of our time: A gripping vision of our society radically overturned by a theocratic revolution--from 'the patron saint of feminist dystopian fiction' (The New York Times). - Now an award-winning Hulu series starring Elizabeth Moss. Offred is a
The truth of the enduring mystery of Anastasia's fate-and the life of her most convincing impostor The passage of more than ninety years and the publication of hundreds of books in dozens of languages has not extinguished an enduring interest in the mysteries surrounding the 1918 execution of the
Looking at Terry's photographs is like gazing through a window at the most extraordinary and exciting moments of my life. I'm so glad he was with us throughout the madness: in his evocative and stylish photos he captured those moments as no other photographer could. - Elton JohnElton John and
This third edition of the classic resource, Building Expertise draws on the most recent evidence on how to build innovative forms of expertise and translates that evidence into guidelines for instructional designers, course developers and facilitators, technical communicators, and other human
We all try to influence others in our daily lives. We are all marketers, whether you are a manager motivating your team, an employee making a big presentation, an activist staging a protest or a company executive selling the next big thing. In For the Culture, Marcus Collins argues that the most
Robin Hood is one of the most enduring and well-known figures of English folklore. Yet who was he really? In this intriguing book, Lesley Coote reexamines the early tales about Robin in light of the stories, both English and French, that have grown up around them--stories with which they shared
A beautiful, lively tour through the portraits of one of the most celebrated painters of 17th century Europe In this sumptuously illustrated volume, eminent art historian Sir Christopher White places the portraiture of renowned Flemish painter Anthony Van Dyck (1599-1641) in context among the work