Index

A

Accelerate (see Brand building, tips to accelerate)

Accenture, 10

Albright, Madeleine, 24

Alignment, brand, 7–8, 111

Allred, Gloria, 161

Amazon.com, 17, 25, 142

Analyze your stories, 43–47

audience theme, 47–48

Bates Six-Part Story Structure, 43–47

buildup, 44–45, 46

exercise, 46–47, 48

lesson learned, 45–46, 47, 48

resolution, 45, 46

scene, 45, 46

setup, 44, 46

Andre, Mary Lou, 105

Angle, Colin, 145–146, 197, 210

Apologize immediately and follow-up with action, 151–153

Apple, xiii–xv

Architect, 213–214

Ash, Mary Kay, 3

Assessment:

of brand velocity, 57–58

of fit, 70–71

Asset, brand as intangible, 1

Attracting talent, 92

Audience theme in stories, 47–48

Authenticity:

brand leverage, 77–79, 84–85

discovering your brand, 32–33

social media, ...

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