Brand Champions of Tomorrow: Of Jedi Mind Tricks And Brand: The Dynamics of Intersubjectivity

Mike Reynolds

This author argues that the strength of brands lies in their ability to reconfigure personal perceptions in the consumer's mind.

Brand Champions of Tomorrow

Of Jedi Mind Tricks and Brand:The Dynamics of Intersubjectivity

Mike Reynolds

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 the Creature Cantina by some stormtroopers. The troopers are about to seize the droids when with one whisk of his hand and the words, 'These are not the droids you're looking for,' Obi Wan alters the very world in which those stormtroopers lived. In this new world, the droids are something they were not and the...

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