The essential brand persona: storytelling and branding
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Tài liệu tham khảo
Draper, R. (2008), “The making (and remaking) of McCain”, New York Times Magazine, October 22.
Hall, J.M. and Johnson, M.E. (2009), “When should a process be art, not science?”, Harvard Business Review, Vol. 87 No. 3, pp. 58‐65.
Wolstonholme, B. (2008), “Brand narrative: the never ending story”, Brand Strategy, Vol. 36, March 7.