March 2010
Intermediate to advanced
208 pages
7h 23m
English
Content preview from Go Logo! A Handbook to the Art of Global Branding
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Go Logo! A Handbook to the Art of Global Branding44
boards allowed the respondents to “read”
the cumulative imagery via their cognitive
unconscious. All had been informed that
the investigation was not about the tobacco
product; we told them we wanted their
imaginative reading, positive and negative,
of the projected Marlboro brand essence.
The overall responses were quite positive;
the values most often attributed to this ver-
sion of Marlboro were individualistic, self-
controlled/strong/driven, a master of nature,
born leader, athlet ...
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