The Persona Principle

How to Succeed in Business with Image Marketing

By: Derek Armstrong, Kam wai Yu

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Paperback | 19 May 1997

At a Glance

Paperback
240 Pages

Dimensions(cm)
22.9 x 15.2 x 1.5

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Image is a tool that guarantees success -- but only if you know how to use it. The Persona Principle"TM" will teach you the most powerful Image-Marketing secrets of the world's leading enterprises. Discover how to:
-- Overcome the two biggest obstacles to success -- invisibility and incredibility
-- Capitalize on the five hottest consumer trends to become a market leader
-- Employ the 8 Persona Factors -- the most important ways to build image
-- Use the 88 Persona Codes -- the proven techniques of Image-Marketing
-- Build a Persona Plan -- a step-by-step marketing plan for success

Whether you goal is to jump-start an existing business, woo a new and valuable customer, or get your entrepreneurial venture off the ground, The Persona Principle will guide you to the best Persona for success.

Industry Reviews

"The Persona Principle is more than the literary equivalent of a shell game...Image Marketing is bound to increase in importance."
-- Debra Phillips, Entrepreneur Magazine

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You Can Find This Book In

Non-Fiction Business & Management Sales & Marketing Self-Help, Personal Development & Practical Advice

Introduction - Is Persona for You?	p. 8
Engineering A Persona	p. 11
The Persona Principle	p. 12
The Biggest Obstacle to Your Success	p. 13
The Second Obstacle	p. 14
Persona Profile: The Most Famous Brands Are Image Brands	p. 15
A Two-Dimensional Model	p. 17
Persona Profile: The Lasting Image	p. 25
The Five Ages	p. 28
The Age of Substance and Responsibility	p. 29
Persona Profile: The Genuine Article	p. 30
The Age of Small and Home Business	p. 31
The Age of Confusion	p. 32
Persona Profile: The Beer Wars	p. 34
The Death of the Brand Name	p. 37
Persona Profile: No-Name Branding	p. 38
The Age of Self-Help	p. 39
The Five Power Personas	p. 41
The Extremes of Persona	p. 42
Emperor Persona	p. 44
Persona Profile: Long Live the Emperors	p. 45
Hero Persona	p. 46
Persona Profile: The Name Hero	p. 47
Expert Persona	p. 48
Persona Profile: The Body Shop	p. 49
Buddy Persona	p. 50
Simpatico Persona	p. 52
Persona Profile: The Macintosh Revolution	p. 53
The Custom Persona	p. 55
The 8 Persona Factors	p. 56
The Image Factor	p. 57
The Story of Jerry Hind	p. 60
Persona Profile: The Nike Legend	p. 63
The Reality Factor	p. 68
The Story of Susan Pauling	p. 70
Persona Profile: From Zero to Four in Four Years	p. 72
The Custom Factor	p. 78
The Story of Jeff Krieff	p. 80
Persona Profile: Smartfood	p. 82
The Credibility Factor	p. 89
The Story of Charlene Thomson	p. 93
Persona Profile: Pentium vs. Power PC	p. 95
The Persona Credibility Index	p. 96
The No-Compromise Factor	p. 113
The Story of Jenny Gray	p. 116
Persona Profile: Ford Under Caldwell	p. 117
Persona Compromise Quotient	p. 118
The Growth Factor	p. 125
The Story of Gordon Roberts	p. 128
Persona Profile: A Carnival of Growth	p. 129
The Research Factor	p. 135
The Story of Eleanor Wiley	p. 139
Persona Profile: The Case for Research	p. 143
The Independence Factor	p. 150
The Story of Doug Forberg and Jason Salson	p. 154
Persona Profile: The Independence Culture	p. 157
The Naming Game	p. 159
The 88 Persona Codes	p. 166
Code of Imaging	p. 167
Code of Rationales	p. 168
Code of Playing Hard-to-Get	p. 168
Code of Religion	p. 169
Code of First Mind	p. 169
Code of Exposure	p. 169
Code of Creativity	p. 170
Code of Memory	p. 170
Code of Body Language	p. 171
Code of the Package	p. 171
Code of the Race	p. 171
Code of Goals	p. 172
Code of Barriers	p. 172
Code of Ownership	p. 172
Code of the Hero	p. 172
Code of Character	p. 173
Code of Service	p. 173
Code of Inventory	p. 173
Code of Risks	p. 174
Code of Continuity	p. 174
Code of Horn Blowing	p. 174
Code of the Dark Half	p. 176
Code of Complainers	p. 177
Code of the Collective Conscious	p. 177
Code of Patience	p. 178
Code of Weakness	p. 178
Code of Impact	p. 178
Code of Reach	p. 179
Code of the Unexpected	p. 180
Code of the Turnaround	p. 180
Code of War	p. 181
Code of Direction	p. 181
Code of Campaigns	p. 181
Code of Strategy	p. 182
Code of Humanity	p. 182
Code of Dreams	p. 182
Code of Testimonials	p. 182
Code of Truth	p. 183
Code of the ASS	p. 183
Code of Gossip	p. 184
Code of Fashion	p. 184
Code of Acting	p. 184
Code of the Environment	p. 184
Code of Equity	p. 185
Code of Calls	p. 185
Code of Symbols	p. 185
Code of Targeting	p. 186
Code of Quality	p. 187
Code of Energy	p. 187
Code of Slogans	p. 188
Code of Being Easy	p. 189
Code of Advertising	p. 189
Code of Invention	p. 189
Code of Selling	p. 190
Code of Speculation	p. 191
Code of Maturity	p. 191
Code of Loyalty	p. 191
Code of Networking	p. 192
Code of Expert	p. 192
Code of Regularity	p. 193
Code of Talent	p. 193
Code of Change	p. 193
Code of Courtesy	p. 194
Code of Pause	p. 195
Code of Dress	p. 195
Code of Strength	p. 196
Code of Competence	p. 196
Code of Contrasts	p. 197
Code of Foreshadowing	p. 197
Code of Reliability	p. 198
Code of Familiarity	p. 198
Code of the Bribe	p. 198
Code of Power	p. 199
Code of Damage Control	p. 200
Code of Detail	p. 200
Code of Clairvoyance	p. 200
Code of Drilling	p. 200
Code of Technology	p. 201
Code of Doctors	p. 202
Code of Hype	p. 202
Code of Price	p. 202
Code of Mistakes	p. 203
Code of Eagerness	p. 203
Code of Twos	p. 204
Code of the Vigilante	p. 205
Code of the Last Place	p. 205
Code of the Ethics	p. 206
Code of the Pride	p. 206
A Persona How-To	p. 207
Going It On Your Own	p. 208
Persona by the Book	p. 220
Making Persona Work for You	p. 225
Getting Help with Persona	p. 233
Notes	p. 236
Table of Contents provided by Syndetics. All Rights Reserved.

The Persona Principle

How to Succeed in Business with Image Marketing

At a Glance

Paperback

Industry Reviews

Shipping

How to return your order

Defective items

You Can Find This Book In

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