Index

A

  • Aaker, Jennifer, 121–122
  • Academy Awards error, 112
  • Actions: action-driven businesses, 13–14; empower employees to take purposeful, 169; showcase purpose in, 172–173; storydoing, 122–124, 203
  • Activia Yogurt, 29, 157
  • Ad Age, 153, 155
  • Advertisements: Cocaine Toothache Drops (1885), 66fig; Farrah Fawcett promoting Wella Balsam shampoo (1970s), 69fig–70; native advertising, 152; Philip Morris (1950s), 67fig–68; real-time ads, 152; T-Mobile’s provocative, 108fig. See also Marketing; Products
  • Adweek, 153, 155
  • AI (artificial intelligence): enormous potential to do good by, 33; Ginni Rometty’s articulation of IBM’s philosophy on, 32; rapid technological advances of, 25, 213
  • AI/machine learning, 26, 71–72
  • Airbnb, 45
  • Airborne, 29, 157
  • Alexa (Amazon), 26
  • Allen, Sam, 7
  • Altimeter, 95
  • Amazon: AI/machine learning to suggest books and products, 71–72; announcing formation of health care company for employees, 14, 212; data acquisition by, 72; Jeff Bezos CEO of, 106, 147; potential for purposeful drone delivery partnering by, 218
  • American Express, 84
  • American Manufacturing Council, 147
  • Analysts, 95–96
  • Andreessen, Marc, 55
  • Ant Financial’s Ant Forest tree-planting app, 56, 197
  • Anti-gun stance, 14, 19
  • Anti-tobacco initiatives (CVS), 31
  • Apologizing, 111–113
  • Apple: GUT (mouse-driven graphical user interface) of, 44, 46; iPhone product of, 25–26, 43; numerous products of, 43–44; Taylor Swift taking a stand against policy of, 112–113
  • Aristotle, 7
  • Audience’s passions, 17–18, 49
  • Authentic marketing: ...

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