CONTENTS
CHAPTER ONEReality Check: It’s Time to Move from Brandlore to Promising Brands
CHAPTER TWOWinning the Memory Game
CHAPTER THREEThe Benefit of Your Brand
CHAPTER FOURLeveraging Portfolio Value
CHAPTER FIVEPositioning Brands for Context
CHAPTER SIXBrand Attachment: The Barefoot Bandit and Our Sense of Self
CHAPTER SEVENExpressing the Promise: Brand Narrative, Brand Voice, and Communications Strategy
CHAPTER EIGHTNaming and Identity Development
CHAPTER NINEThe Touching Experience: How to Deliver on a Promise at Meaningful Touch Points
CHAPTER TENBrand Inside: Why People Are the Key to Your Brand Strategy
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