SPIKE your Brand ROI: How to Maximize Reputation and Get Results

Index

A

Aboujaoude, E., 148

Absence of action, 61

Aesop, 14

ALS Ice Bucket Challenge, 77–78

American Academy of Pediatrics (AAP), 61–64

American Library Association (ALA), 91–92

American Red Cross, 167–168

American Speech-Language-Hearing Association (ASHA), 52–53

Analytic thinkers, 89, 90

Anecdotal research, 191

Angelou, M., 51

Angry Birds, 143

Anniversaries, office moves, and promotions, 71

Annual conferences, 76

Anticipation checklist, 139. See also Negative SPIKEs

Apology: during a crisis, 108, 146, 147; method of communication for, 109–110; three steps to an effective, 66–68

Apple, 166–167

Apps, responsive design, 156, 158

Arby's hat logo, 85, 86

Armstrong, L., 19, 163, 164–166

Assessment, SPIKE, 21–24

Audience, target: buying patterns of, ...