The Marketing of Megachurch, College Inc., and Museumworld
by
James B. Twitchell
Language: English
Release Date: September 8, 2004
Branding, says James Twitchell, is nothing more than commercial storytelling; brands are the stories that are associated with products. (For example, the special taste of Evian, says Twitchell, is in the brand, not the water.) Branding has become so successful, so ubiquitous that even institutions...