How to Build Your Brand: Implementing a Proven and Effective Process

Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Acknowledgments
About the Author
Introduction: Why Did I Write the Book?
Part I Setting the Stage
	Chapter 1 What Are the Shared Beliefs of Brand Driven Companies?
	Chapter 2 What Will Help the Reader Have a Successful Experience with This Book?
	Chapter 3 Where Did the Success Model Come from?
Part II Brand Building Process
	Chapter 4 What Is the Success Model and Why Is It Valid?: The Success Model
	Chapter 5 What Is the Method that Brings the Success Model to Life?
	Chapter 6 Foundation Stage
		Step 1
		Step 2
		Step 3
		Step 4
		Step 5
		Step 6
	Chapter 7 Conceptualization Stage
		Step 7
	Chapter 8 Implementation Stage
		Step 8
Part III Process Validation
	Chapter 9 Guiding Principles
	Chapter 10 Academic Underpinnings
	Chapter 11 Culture and Fundamental Human Beliefs
Part IV Case Histories
	Chapter 12 Pampers
		What Can the Pampers Case Teach Us about the Process?
	Chapter 13 Lays
		What Can the Global Flat Chips Case Teach Us about the Process?
	Chapter 14 Disney
		What Can the Disney Boys Brand Platform Teach Us about the Process?
	Chapter 15 Godiva
		What Can the Godiva Case Teach Us about the Process?
	Chapter 16 ABC News
		What Can ABC News Teach Us about the Process?
	Chapter 17 Ore Ida
		What Can Ore Ida Teach Us about the Process?
	Chapter 18 ASU
		What Can Arizona State University Teach Us about the Process?
	Chapter 19 Dodge
		What Can Dodge Teach Us about the Process?
	Chapter 20 Lagunitas
		What Can Lagunitas Teach Us about the Brand Building Process?
	Chapter 21 Visa/L’Oreal/Budweiser
		Visa
		L’Oreal
		Budweiser
Part V Executive Interviews
	Chapter 22 What My Clients Can Teach Us
	Chapter 23 Susan Sanderson-Briggs
	Chapter 24 Irwin Gordon
	Chapter 25 Dick Lochridge
	Chapter 26 Cindy Croatti
	Chapter 27 Bruce Bader
	Chapter 28 Jesper Nordengaard
	Chapter 29 Chris Sinclair
	Chapter 30 Jim Koch
	Chapter 31 Dan Dillon
	Chapter 32 Alan Ives
	Chapter 33 Gary Matthews
	Chapter 34 Tony Magee
Part VI Consultant Interviews
	Chapter 35 What Can My Consultants Teach Us?
	Chapter 36 Milo Rodriguez
	Chapter 37 Shira Machleder
	Chapter 38 Mike Lubin
	Chapter 39 Sheri Harris
	Chapter 40 Rose Lee
	Chapter 41 Kristin Veley
Part VII Implementation Techniques and Tactics
	Chapter 42 Focus Group Research
	Chapter 43 The Power of Imagery to Inform Brand Platform Development
	Chapter 44 Gathering Images for Research
	Chapter 45 Developing Verbal Benefits
		Verbal Benefit Statements: How to Develop Benefits with the Potential to Deliver Unique Advantage
	Chapter 46 Three Money Making Strategies
		What Are the Three Money Making Strategies?
	Chapter 47 Personal Brands
	Chapter 48 Helping the Reader Own the Process
	Chapter 49 Pitfalls and Watchouts
	Chapter 50 Treat Others with Respect
	Chapter 51 Learning Skills
Part VIII Expanding the Lens
	Chapter 52 David Brooks. NYTimes Columnist
	Chapter 53 A Peek into the Future
	Chapter 54 Artificial Intelligence
	Chapter 55 Why Startups Fail: Lessons from Startups
	Chapter 56 Where the Process Fits in the Corporate Landscape: Positioning the Process
	Chapter 57 From Brand Purpose to Corporate Purpose
	Chapter 58 Keep Your Competition Close and Your Consumer Closer
Appendix: Tools of the Research Process
Index