Book published on Persona Principle

February 5, 1996 by Patti Summerfield

A new book on advertising from the co-founders and creative principals of Two Dimensions – Advertising by Design of Toronto hit bookstore shelves in Canada and the u.s. recently.

Simon & Schuster USA has published 50,000 hardcover first edition copies of The Persona Principle: How to Succeed in Business with Image-Marketing.

The book, co-authored by Derek Armstrong, agency president and Kam Wai Yu, vice-president and creative director, is based on The Persona Principle, a trademarked system which forms the basis for seminars and workshops the authors give each year.

The book contains case studies on companies such as Nike and Smartfood.

As well, it illustrates how to overcome the obstacles of invisibility and incredibility; how to capitalize on the five hottest consumer trends, and how to reach business, sales, marketing and personal goals.