This lighthearted but very insightful book is written for anyone seeking to create better marketing strategies and more effective promotion. Learn how master marketers entice consumers buy new products by appealing to their unconscious craving for "magical" solutions to their life's problems. Consumers demand of marketers: "Make me beautiful." "Make me manly." "Make me rich." Marketers in their turn are happy to pose as wizards, whose cornucopia of cars and cosmetics and smart phones make those dreams come true. These are archetypal behaviors, deeply embedded in consumer psyches, awaiting the appropriate incantations to "Just Do It" and "Be All You Can Be" to compel purchase. Marketing veteran Walt Kuenstler explores the creation and manifestation of these core brand appeals. Along the way, you'll discover how, from its earliest days, advertising leveraged the power of transcendence in its messaging. Written in a breezy unpretentious style, you'll enjoy every page