Vincent, Laurence

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Vincent, Laurence

PERSONAL:

Married; wife's name Jeanette; children: Lucas, Jordan. Education: University of Southern California, School of Cinema-Television, B.A.; University of Southern California, Marshall School of Business, M.B.A., 1998.

ADDRESSES:

Home—Pasadena, CA. Office—Canaba Group, 217 S. Kenwood St., Glendale, CA 91205.

CAREER:

Marketing consultant and writer. Los Angeles Music Center, Los Angeles, CA, theatrical presenter; served as general manager and director of business planning for theatrical producer James A. Doolittle; Walt Disney Company, manager of corporate alliances; Canaba Group (marketing consultants), Glendale, CA, founder and senior principal; Octagon Worldwide, Los Angeles, CA, director of entertainment marketing division.

WRITINGS:

Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy, Dearborn Trade Publishing (Chicago, IL), 2002.

Mad Man's Creed, (poetry), Gelosi Press (Foster City, CA), 2007.

Author of blogs Bungalow 7 and Jordan's Journey.

SIDELIGHTS:

Marketing consultant Laurence Vincent, whose clients have included Home Depot, MasterCard International, and the National Football League, is the author of Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy. In the work, the author "asserts that the secret to the phenomenal success of companies like Nike and Apple is the narrative that communicates the underlying brand philosophy," according to a critic in Publishers Weekly. Focusing on such well-known companies as Levi's, Starbucks Coffee, and Absolut Vodka, Vincent contends that a successful brand narrative represents the personal narrative of its consumers. "Perhaps the most powerful series of ads that Vincent references are the ‘Kodak Moment’ ads from a dozen years ago," observed Craig Lutz-Priefert on the Ezine Articles Web site. "These didn't talk features and benefits of Kodak film, at all. Rather they continued a story that the customer was already playing out." Lutz-Priefert added that the author's "target audience seems to be advertising agencies and corporate in-house marketers. Nevertheless, the small business marketer can learn a great deal about story and then apply this knowledge within the means of their small business budget." According to Robert Morris, writing on the CEO Express Book Reviews Web site, marketers "responsible for managing new or emerging brands, as well as those attempting to revitalize established brands, can learn much of value from Vincent's book."

BIOGRAPHICAL AND CRITICAL SOURCES:

PERIODICALS

Publishers Weekly, October 28, 2002, review of Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy, p. 62.