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| Foreword | |
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| Preface | |
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| Acknowledgments | |
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| Brandictionary: Definitions to Help You Deliver a Brandpromise Commitment | |
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| The BrandMindset Philosophy | |
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| Thinking Like a Genuine Brand | |
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| Genuine Brand Expectations | |
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| The Trust Factor | |
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| The Promise Is the Foundation of a Brand's Experience | |
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| Enhancing Customers' Lives | |
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| Passionate Associates | |
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| Associate Partnership | |
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| Creating Exceptional Perceived Value | |
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| Brand Profile: Ketel One Vodka | |
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| Thought Guide: Thinking Like a Genuine Brand | |
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| The PromiseRule: Enhancing People's Lives | |
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| Service Compared to a Promise | |
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| Promises Compared to Missions or Visions | |
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| It's All about How You Want People to Feel | |
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| Are You Ready to Make a Genuine Promise? | |
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| The PromiseRule | |
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| A Guarantee That's Real | |
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| Brand Profile: Costco | |
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| Thought Guide: The PromiseRule-Enhancing People's Lives | |
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| The Roadmap to a BrandPromise Commitment | |
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| A Promise Focus | |
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| The Brand Balance | |
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| Changing the Decision Hierarchy | |
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| The Promise Process | |
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| Assessing Customers' Feelings | |
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| Making a Promise | |
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| Defining a Brand's Experience | |
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| Distinctive Products and Services | |
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| Superior Value | |
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| Brand Profile: RK Dixon Company | |
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| Thought Guide: The Roadmap to a BrandPromise Commitment | |
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| Promises Are Delivered by People, Not Policies | |
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| People Are Key | |
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| Internal Promises | |
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| Engaging Experiences | |
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| The Board's Responsibility | |
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| Creating a Paradigm Shift | |
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| Transformation | |
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| Brand Profile: Bartell Hotels | |
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| Thought Guide: Promises Are Delivered by People, Not Policies | |
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| Five Ways to Keep Promises | |
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| Keeping Promises | |
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| Whom Can You Trust? | |
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| Frustrating Experiences | |
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| Example: Rebates | |
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| Example: Telephone Call Centers | |
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| What's Fair? | |
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| Example: Credit Card Refunds and Warranties | |
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| The Right Promise Is Key | |
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| Enhancing Customers' Expectations | |
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| Brand Profile | |
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| Thought Guide: Five Ways to Keep Promises | |
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| Predicting Brand Success | |
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| Predicting a Brand's Future | |
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| Brand Psyche | |
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| Measuring a Brand's Perceptual Energy | |
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| Brand Visualization | |
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| Reading Customers' Minds | |
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| Convenience Is the Future | |
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| Optimize Positive Energy | |
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| Spending Time on the Right Things | |
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| Investing in a Brand's Future | |
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| Minimize Negative Energy | |
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| Thought Guide: Predicting Brand Success | |
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| Community Brands: The Destination BrandPromise | |
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| Detailed Example of the BrandPromise Methodology | |
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| Community Brands | |
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| Destination Strategy | |
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| Destination BrandScience | |
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| Promising an Experience | |
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| What Is a Destination BrandPromise? | |
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| Destination Brand Assessment | |
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| Creating a Destination BrandPromise | |
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| A Slogan Is Not a Strategy | |
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| Destination Brand Blueprint | |
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| Developing a Destination's Culture | |
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| Brand Profile: Tourism Vancouver | |
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| Thought Guide: Community Brands: The Destination BrandPromise | |
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| Personal Brands | |
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| Thinking about Your Brand | |
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| Caring about Perceptions | |
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| What's Your Personal Promise? | |
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| Living Your Promise | |
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| Professional | |
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| Special | |
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| Celebrity Brand Philosophy | |
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| Building a Celebrity Brand Is Hard Work | |
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| Greg Norman | |
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| Rachael Ray | |
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| Celebrity Brand Assessment | |
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| The Power of a Real Promise | |
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| Brand Profile: Annika Sorenstam | |
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| Thought Guide: Personal Brands | |
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| Specialized BrandPromise Applications | |
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| Member-Centric Businesses | |
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| Brand Profile: SAFE Credit Union | |
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| Charitable and Philanthropic Organizations | |
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| Brand Profile: Make-A-Wish Foundation | |
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| Professional Service Firms | |
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| Brand Profile: Callison Architecture | |
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| Association BrandScience | |
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| Brand Profile: Destination Marketing Association International | |
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| Thought Guide: Specialized BrandPromise Applications | |
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| Promise Perspectives: The Detailed Process for Building Genuine Brands | |
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| Conclusion | |
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| The Genuine Brand Process | |
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| Being Distinctive Is Not Optional | |
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| The Brand Assessment | |
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| The BrandPromise | |
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| Brand Blueprint | |
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| Genuine Every Day: Brand Culturalization | |
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| Brand Advantage | |
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| Thought Guide: Promise Perspectives | |
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| Endnotes | |
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| Brand Index | |
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| Index | |