Persona Principle

In 1996, Persona's principals Derek Armstrong and Kam Wai Yu wrote the popular book on Image-Marketing, a discipline they developed in 1988. The book has since been translated into six languages, and is published in paperback as well.



Image is a tool that guarantees success -- but only if you know how to use it. The Persona Principle will teach you the most powerful Image-Marketing secrets of the world's leading enterprises. Discover how to:

  • Overcome the two biggest obstacles to success -- invisibility and incredibility
  • Capitalize on the five hottest consumer trends to become a market leader
  • Employ the 8 Persona Factors -- the most important ways to build image
  • Use the 88 Persona Codes -- the proven techniques of Image-Marketing
  • Build a Persona Plan -- a step-by-step marketing plan for success

Whether you goal is to jump-start an existing business, woo a new and valuable customer, or get your entrepreneurial venture off the ground, The Persona Principle will guide you to the best Persona for success.

  • Paperback: 240 pages
  • Publisher: Fireside (May 8, 1997)
  • Language: English
  • ISBN-10: 0684802694
  • ISBN-13: 978-0684802695
  • Product Dimensions: 9.2 x 6.2 x 0.7 inches

Chinese translated of the Persona Principle: How to Succeed in Business with Image Marketing.


“Buy their book. It’s a quick read, smartly designed, and one of the best business tomes around.”

– How Magazine
“The author’s methods should help you excel with very precise tactics called Persona Factors. Any business can benefit from these principles.”

– Profit Magazine

“The authors, both advertising experts, show you how to create an effective plan to reach all your business, sales and marketing goals — on image alone.”

— Don Morris, Dayton Daily News

“This book shows how the authors launched major brands and companies of all sizes…brilliant…”

— Studio Magazine

“This top ad team’s book on image marketing makes marketing accountable. It’s proven to work every time.”

— Patti Summerfield, Strategy Magazine

“The Persona Principle is more than the literary equivalent of a shell game…Image Marketing is bound to increase in importance.”

— Debra Phillips, Entrepreneur Magazine

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