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Markenfhrung mit Archetypen
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Dieses essential stellt ein neues archetypisches Modell zur Markenfhrung vor, mit dem Marken relevanter und emotionaler positioniert werden knnen. Die Grundlage ist die Analyse der in den vergangenen zehn Jahren erfolgreichsten Blockbuster und ihrer Figuren, die als Reprsentanten moderner Archetypen stehen. Ergebnis ist ein Modell, das fr die Anwendung in der strategischen Markenfhrung, insbesondere bei der Markenpersnlichkeitsdefinition, der Customer Insights- und Produktentwicklung, beim Service Design, Content Marketing und Storytelling sowie bei der Organisationsentwicklung und dem Internal Branding interessant ist.
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