The Persona Principle: How to Succeed in Business with Image-Marketing

by Kam wai Yu and Derek Lee Armstrong

A step-by-step primer that describes image marketing secrets used by the authors in their advertising agency Two Dimensions. The book contains exercises, tips and case histories to show how to build... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0684802686
• ISBN13: 9780684802688
• Release Date: January 1996
• Publisher: Simon & Schuster
• Length: 240 Pages
• Weight: 1.13 lbs.
• Dimensions: 0.9" x 6.4" x 9.6"

Customer Reviews

Open the door!

We live in a world of incredible media noise. In the competition for attention, voices get louder and messages turn into slogans. For the person with a product, idea, cause or candidate to promote, the temptation is to merely imitate the loudest and most mindless of the current slogans and use the most obvious channels. The virtue of The Persona Principle is that it quietly and rationally cuts through all the noise and lays out a set of principles to guide you through the development and implementation of a sound marketing strategy. The beginning of the program is the development of visibility and credibility. We all know how easy it is to be victimized by 'word of mouth'. We end up repeating what we take to be the conventional wisdom and, when there seems to be some weight behind it, to accept it uncritically. Here at last, is a road map to creating that kind of credibility for ourselves, our projects and our products. Lynn Hoffman, author of The New Short Course in Wine

The best of the best -- bar none!

To succeed in business or a career, you not only have to do your job well, but you must market yourself successfully. I'm in the middle of an MBA, and I read this book at the same time that I was taking Marketing. The Persona Principle applies the principles of branding and image-making to people, and it's so much easier to read and more fun than a marketing textbook. Armstrong distills the important principles of image and brand marketing down to their essences, then explains succinctly and clearly how to apply these principles to your business or your career to best achieve success. There are two great obstacles that you have to overcome before you can succeed, either in business or in a career: invisibility and incredibility. Basically, people have to know that you exist and know you can do the job well before they can hire / buy from / promote you. The Persona Principle perfectly explains how to overcome these two obstacles, and not with silly aphorisms but with concrete help. This is the best book I've ever read on marketing yourself for success. TK Kenyon Author of Rabid: A Novel and Callous: A Novel

I can't wait to apply what I've learned through this book....

I'm picky when it comes to non-fiction books. They have to deliver--be clear, concise, cut to the bone of the matter, and leave me with a plan. Persona Principle gets this. The book's emphasis on invisiblity and incredibility alone is worth the price of the book. It's marketing savvy at its best. ~Carol D. O'Dell, author of Mothering Mother, Kunati Publishing, January 2007.

The Persona Principle

The importance of a company's image as a corporate asset is immense. The Persona Principle clearly demonstrates how top management at any firm can ensure that their entire organization live and breath a good corporate image. Through the use of case studies, and proven image-marketing techniques, the authors will help you build a step-by-step " Persona Plan " to help your company capitalize on the most important and powerful asset it owns.

Underated Bible of everything you need to know about image.

The books that are out there about image tend to be turgid, academic, and industry specific. This book fragments the mold to propose a simple and intelligent argument about image, organized in clear (actually coherent and logical - not just) steps. Overlook the occasionally shoddy writing and blatant self-promotion, and you'll find a treasure of insights into the elusivity of image-formation. I have been known to sleep with my book. You may too!! whew.