Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

Table of contents

1. Cover Page
2. Title Page
3. Copyright Page
4. Dedication
5. Contents
6. Acknowledgments
7. Introduction
8. Chapter One Reality Check: It’s Time to Move from Brandlore to Promising Brands
9. Chapter Two Winning the Memory Game
10. Chapter Three The Benefit of Your Brand
11. Chapter Four Leveraging Portfolio Value
12. Chapter Five Positioning Brands for Context
13. Chapter Six Brand Attachment: The Barefoot Bandit and Our Sense of Self
14. Chapter Seven Expressing the Promise: Brand Narrative, Brand Voice, and Communications Strategy
15. Chapter Eight Naming and Identity Development
16. Chapter Nine The Touching Experience: How to Deliver on a Promise at Meaningful Touch Points
17. Chapter Ten Brand Inside: Why People Are the Key to Your Brand Strategy
18. Notes
19. Index
20. About the Author
21. Footnotes
    1. Chapter Seven
    2. Chapter Eight