Mythmaking on Madison Avenue : How Advertisers Apply the Power of Myth & Symbolism

Foreword
Preface
Acknowledgements
Introduction

Part I : A New Perspective
Chapter 1. : The Brand
Chapter 2. : The Mythological Realm

Part II : Mythologies
Chapter 3. : Female Mythologies
Chapter 4. : Male Mythologies
Chapter 5. : Brand Mythologies

Part III : Building and Maintaining Brand Mythologies
Chapter 6. : Building Your Brand’s Mythology: Information, Insight, and Ideas
Chapter 7. : Building Your Brand’s Mythology: Positioning, Message, and Execution
Chapter 8. : Maintaining Your Brand’s Mythology

References
Index