The Persona Principle: How to Succeed in Business with Image Marketing [Paperback]

Derek Armstrong (Author), Kam wai Yu (Author)

Book Description

Publication Date: May 8, 1997

Image Is Power

Image is a tool that guarantees success -- but only if you know how to use it. Even if you are the best, the most experienced, or the most talented, you cannot enjoy prosperity until you build an image that makes you visible to your potential market. The Persona Principle^TM will teach you the most powerful Image-Marketing secrets of the world's leading enterprises. You'll learn to create an effective plan to reach your business, sales, marketing, and personal goals -- all on image alone. With numerous business anecdotes, sidebars and case studies on companies as diverse as Nike and Smartfood, The Persona Principle illustrates how to

• Become successful without capital

• Overcome the two biggest obstacles to success -- invisibility and incredibility

• Capitalize on the five hottest consumer trends to become a market leader

• Wipe out your competition with the five Power Personas

• Employ the 8 Persona Factors -- the most important ways to build image

• Use the 88 Persona Codes -- the proven techniques of Image-Marketing

• Find out how credible you are to your audience

• Rate all of your Persona Assets and Liabilities

• Build a Persona Plan -- a step-by-step marketing plan for success

Whether your goal is to jumpstart 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.

Editorial Reviews

Review

"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

"Buy their book. It's a quick read, smartly designed, and one of the best business tomes around."

-- How Magazine

"The authors, both advertising experts, show you how to create an effective plan to reach all your business, sales and marketing goals -- on image alone."

-- Don Morris, Dayton Daily News

"This top ad team's book on image marketing makes marketing accountable. It's proven to work every time."

-- Patti Summerfield, Strategy Magazine

"This book shows how the authors launched major brands and companies of all sizes...brilliant..."

-- Studio Magazine

"The author's methods should help you excel with very precise tactics called Persona Factors. Any business can benefit from these principles."

-- Profit Magazine

About the Author

Campbell Armstrong was born in Glasgow. He graduated with a degree in philosophy from the University of Sussex. He is the author of nine novels, including JIG, AGENTS OF DARKNESS, JIGSAW and HEAT. This is his second novel writing as Thomas Weldon. He lives in Ireland with his wife Rebecca. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 240 pages
• Publisher: Touchstone (May 8, 1997)
• Language: English
• ISBN-10: 0684802694
• ISBN-13: 978-0684802695
• Product Dimensions: 9 x 6.1 x 0.7 inches
• Shipping Weight: 15.7 ounces (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #2,355,032 in Books (See Top 100 in Books)

More About the Author

Best known for historical thrillers and mystery thrillers, Derek Armstrong is also a screenwriter, publisher and well-known marketing guru. His defining signature style was described by Booklist as "brilliance in which Armstrong blends comedy, parody, and adventure in genuinely innovative ways." Armstrong is the creator of Alban Bane, featured in the Alban Bane thrillers The Game and MADicine, a character affectionately compared by critics to House M.D., the TV character. He is the author of the popular Song of Monts'gur historical trilogy, including The Last Troubadour and The Last Quest. He is also author of two non-fiction titles: Blogertize'A Leading Expert Shows How Your Blog Can Be A Money-Making Machine and The Persona Principle: How to Succeed in Business with Image-Marketing. Forthcoming in 2009 is a breakthrough Harry Potter competitor: Magick Inc.

http://www.kunati.com/
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Customer Reviews

Most Helpful Customer Reviews

16 of 20 people found the following review helpful:

5.0 out of 5 stars I can't wait to apply what I've learned through this book...., September 6, 2006

By 

Carol D. O'Dell "aka Carol D. O'Dell, Author... (Florida) - See all my reviews

This review is from: The Persona Principle: How to Succeed in Business with Image Marketing (Paperback)

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.

8 of 11 people found the following review helpful:

5.0 out of 5 stars Open the door!, September 6, 2006

By 

Lynn Hoffman, author:The Short Course in Beer (Philadelphia) - See all my reviews
(VINE VOICE)   

This review is from: The Persona Principle: How to Succeed in Business with Image Marketing (Paperback)

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

8 of 11 people found the following review helpful:

5.0 out of 5 stars The Persona Principle, August 28, 2001

By A Customer

This review is from: The Persona Principle: How to Succeed in Business with Image-Marketing (Hardcover)

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.