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Я — бренд. Формула успеха
- Марк Эко. Ключевые идеи книги
- Narrated by: Дмитрий Евстратов
- Length: 23 mins
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Я — бренд. Формула успеха
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Publisher's summary
В оригинале название книги более дерзкое и значимое: Unlabel. "Сдери ярлыки". И подзаголовок сулит не общую "формулу успеха", а умение "продать, не продаваясь".
"Ярлыком", "лейблом" Марк Эко именует то, что наклеивает на людей мир, помещая нас в ту или иную категорию - по цвету кожи, религии, возрасту, типичным интересам. Производителям и правителям ярлыки удобны: они позволяют иметь дело не с людьми, но с типами. Бренд - сам человек, то, что он находит в себе, осуществляемая мечта, целый комплекс способностей и стремлений. Лейбл прост, бренд сложен.
Предлагаемая в книге формула одновременно и уникальна, и универсальна. Автор рассказывает личную историю: буквально повторить его успехи невозможно, зато его неудачи типичны и служат ценным уроком.
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