Brand Champions of Tomorrow
Of Jedi Mind Tricks and Brand:The Dynamics of Intersubjectivity
Whenever I buy a bottle of Evian, I always think about that scene in Star Wars where Luke, Obi Wan Kenobi, and their two droids are stopped outside...
Brand Champions of Tomorrow: Of Jedi Mind Tricks And Brand: The Dynamics of Intersubjectivity
This author argues that the strength of brands lies in their ability to reconfigure personal perceptions in the consumer's mind.
