Kellogg on Branding in a Hyper-Connected World

Index

Page references followed by fig indicate an illustration.

A

1. AB InBev, 42
2. A/B testing, 205
3. AbbVie
   1. Humira (rheumatoid arthritis drug) of, 166
   2. “moments of meaning” strategy used by, 75
4. Abrams, D., 139
5. Absolut Vodka's ad (ARTnews), 158fig
6. “Absolut Warhol” ad, 158fig
7. AC Hotels by Marriott, 40
8. Accenture brand, 305
9. Accounting methods for valuing brands, 237–239
10. Acem trademark, 307
11. Advertising. See also individual ads; Motivation
    1. brand building through, 143–159
    2. managing brand communications in a digital world, 287–292
    3. messages and judgments communicated in, 146–148
    4. for seasonal products, 157
    5. statistics on corporate investment in, 143
12. Advertising messages
    1. diffusion, community, and sharing of information on, 148–150
    2. 4Ms media strategy for, 155–158fig
    3. Hanes boxer brief ad, 146fig–147
    4. processing messages and brand judgments, 146–148
    5. using insight to design persuasive, 150–154fig
13. Advertising Research Foundation, 22
14. Advertising strategies
    1. consumer insights informing, 4, 146fig–150
    2. digital brand storytelling, 161–175
    3. the 4Ms media strategy transmitting message content, 155–158fig
    4. using insight to design persuasive messaging, 150–154fig
15. Advocacy and leadership sharing, 28
16. Agency motive, 132–133, 134fig
17. Ahrendts, Angela, 16
18. Air France–KLM Flying Blue rewards program, 40
19. Airbnb
    1. “belong anywhere” purpose of, 33–34
    2. decentralization strategy of, 81
    3. as disrupter, 113
    4. loyalty program of, 188
    5. nonownership of service by, 180
    6. overly rapid global expansion of, 86
    7. purpose path to growth ...