The Laws of Brand Storytelling:Win—and Keep—Your Customers’ Hearts and Minds

INDEX

Acknowledging complaints, 236

Action:

aligned with purpose, 258

on customer complaints, 237–238

Actionable Intelligence Law, 106–114

AdAge, 25

Adding value, 116–117

Adidas, 181

Ads, 214–217

Advocacy, 51–53, 142–145

Agile marketing, 178

Airbnb, 49–51, 137

AKQA, 34

Alaska Airlines, 248–249

All Things Hair, 117

#AllTreesAreBeautiful, 54–56

Amazon Wines, 82

Ambassador programs, 81–82, 104

American Apparel, 25, 181–182

Andreassen, Durita Dahl, 173

Annex, 62–63

Annual reports, 126, 128

Apologies, 55, 237, 248

Applbaum, Lee, 107–108

Apple, 215

Apple Podcasts, 224

Arby’s, 129

Authenticity, 16

as Achilles’ heel, 40

in apologies, 237

defining, 40

of stories, 94

in This Girl Can campaign, 113

in tone of voice, 138–139

in utilitarian marketing,