Editor presentation

To survive, the famous brands must cause a fidelity going beyond the reason. It is for them the only way not melt itself in the formless mass of the million marks without future. The secrecy to arrive there? To surround itself by mystery, sensuality and intimacy. It is a commitment impassioned in these three strong concepts which creates and draws the future of the mark.

is convinced that the love will be a key member of business success. is an original approach of the corporate world. He reports the great upheaval which led products to the marks while passing by the , to press us to evolve to the next step: .

The author carries a sharp-edged and critical glance on the marks which cannot leave indifferent. Its official report is simple: the marks are breathless.

The solution? To develop products and experiments which create emotional relations in the long run with the consumers.

The idea that the mark belongs to the consumers, and not with the firms, is fundamental. This book shows that they are not only the virtuosos of the business which will make the future of the businesses, but also of impassioned people, of the inspiring actors, as calls them.

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Copyright: Alain FERNANDEZ ©1998-2008- All rights reserved