The Brand Gap

Table of Contents

1. Copyright
   1. Dedication
2. Preface
3. Introduction
   1. What a Brand Isn’t.
   2. Why is Brand Suddenly Hot?
   3. In Verisign We Trust
   4. What’s Your Brand Worth?
   5. Brand Happens
   6. The Brand Gap
   7. Introducing the Charismatic Brand
4. 1. Differentiate
   1. Three Little Questions
   2. It’s Different—I Like it
   3. The Evolution of Marketing
   4. Globalism vs. Tribalism
   5. Focus, Focus, Focus
   6. Are You Growing or Harvesting Your Brand?
5. 2. Collaborate
   1. It Takes a Village to Build a Brand
   2. The New Collaboratives
   3. Hooray for Hollywood
   4. The Power of Prototypes
6. 3. Innovate
   1. Where the Rubber Meets the Road
   2. When Everybody Zigs, Zag
   3. Brand or Bland?
   4. Those Crazy New Names
   5. Icons and Avatars
   6. It’s All Packaging
   7. Does Our Website Look Fat in this Dress?
7. 4. Validate
   1. The New Communication Model
   2. People Are Different
   3. Test Is Not a Four-Letter Word
   4. The Myth of Focus Groups
   5. How to Avoid Getting Skewed
   6. The Swap Test
   7. The Concept Test
      1. 1) Getting the Right Idea
      2. 2) Getting the Idea Right
      3. The Field Test
      4. What are We Looking For?
8. 5. Cultivate
   1. The Living Brand
   2. Every Day You Write the Book
   3. The Brand as a Compass
   4. Protecting the Brand
   5. Where Are All the CBOs?
   6. The Virtuous Circle
9. Take-Home Lessons
   1. On Branding
   2. Differentiate
   3. Collaborate
   4. Innovate
   5. Validate
   6. Cultivate
10. Brand Glossary
11. Recommended Reading
    1. 1. General Branding
       2. Differentiation
       3. Collaboration
       4. Innovation
       5. Validation
       6. Cultivation
12. Acknowledgments
13. About the Author