Laurence Vincent

Legendary Brands

Chicago, IL: Dearborn Trade Pub., c2002

ISBN: 978-0793155606

LCC: HD69.B7V563 2002

Speaking as a writer, it’s heartening to see an MBA dedicate an entire book to the use of storytelling in creating brand strategy. What’s disappointing is the simplistic Aristotelian take on narrative structure provided by this book. I suppose it’s an airplane book, written to convince the execs to throw more money at the creatives. I was hoping for technique.

Tags: books, branding, Vincent