Section ONE: Stories and Identities Chapter 01: Why stories are important Chapter 02: How stories can speak to customers' identities Chapter 03: How to find and understand customers' desired identities Section TWO: Archetypes Chapter 04: Archetypes and how to use them for market segmentation Chapter 05: How brands can use archetypes to tap into customers' desires Section THREE: Methods and Processes Chapter 06: User requirements Chapter 07: Branding and brand attributes Chapter 08: Creating and using personas Chapter 09: Measuring and evaluating success
Section ONE: Stories and Identities Chapter 01: Why stories are important Chapter 02: How stories can speak to customers' identities Chapter 03: How to find and understand customers' desired identities Section TWO: Archetypes Chapter 04: Archetypes and how to use them for market segmentation Chapter 05: How brands can use archetypes to tap into customers' desires Section THREE: Methods and Processes Chapter 06: User requirements Chapter 07: Branding and brand attributes Chapter 08: Creating and using personas Chapter 09: Measuring and evaluating success
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