The Persona Principle: How to Succeed in Business with Image Marketing (Paperback)

by Derek Armstrong (Author), Kam wai Yu (Author) "The biggest obstacle to your success is invisibility..." (more)
Key Phrases: Persona Plan, Persona Principle, Two Dimensions (more...)

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

Product Description
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.

Product Details

• Paperback: 240 pages
• Publisher: Fireside (May 8, 1997)
• Language: English
• ISBN-10: 0684802694
• ISBN-13: 978-0684802695
• Product Dimensions: 9.2 x 6.2 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.com Sales Rank: #662,032 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

12 of 13 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.

17 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

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 10 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 (TOP 1000 REVIEWER)

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