Customers First: Dominate Your Market by Winning Them Over Where It Counts the Most

Index

Adherence to Brand Model, 177, 182–183

Adidas, 178

Aesthetic needs, 196

Amazon.com, 78

Amelio, Gil, 185

Apollo 11 modeling metaphor, 43–45

Apple, 6–7, 27, 30, 32, 55–58, 77, 81,96–98, 127, 128, 131, 133, 147, 171, 173, 185–187

Archetypal images, modeling process, 98–101, 196–197

Artist archetypal image, 196

Auditory cues, Brand Identity, 133–134, 209–210

Beliefs, customer insights, 112–114, 200

Belonging as need, 21–25, 28, 195

Best Buy, 7, 51–52, 56

Bezos, Jeff, 78

Blockbuster, 82, 113–114

BP Hurricane Alex, 39–40

Brand DNA, 93–94, 109–110, 123, 195

Brand Ecosystem, 126–130, 201–204

Brand Enthusiasts, 202

Brand Events, 179–180

Brand Haters, 75, 78, 202–203

Brand Identity, 121–137

auditory cues, 133–134, 209–210

Brand Ecosystem, 126–128 ...