Branding for the star-counters

Current mythologies of our postmodern world are no longer talking about gods, but about brands. In this context, Branding for Star Counters aims to provide a framework for understanding corporate communication as an instrument for generating collective stories - able to shape mentalities and representations. Branding for Star-Counters is a sort of « manifesto » in the field of advertising proving that marketing should be reconsidered from a humanistic perspective. Accessible, cheerful and with humour, this book links theory and practice, at the border where marketing connects with psychoanalysis, anthropology and cultural studies. Branding for Star-Counters is a « user manual » for those who want to know how to turn a product into a « Lovemark », it is a journey into strategic communication inspired by Saint-Exupéry's Little Prince.