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Foreword | |
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Acknowledgments | |
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Introduction | |
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Your Brand: How to Create an Indelible Mental Mark | |
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From the Brain Trust: What Is Your Definition of a Brand? | |
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Is There Ink on Your Tattoo? | |
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The Brands Tattooed on Your Brain | |
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The Good News: Anyone Can Brand | |
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Where to Begin Your Branding Initiative | |
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From the Brain Trust: Lead, Don't Follow | |
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Be Creative, but Keep Your Message Simple | |
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Branding: Not Just for Products | |
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Branding: A Family Affair | |
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Parent Brands | |
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Kid Brands | |
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Cousin Brands | |
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Licensed Brands | |
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Branding: It's About Emotions | |
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Connect Through Emotions, Confirm Through Reason | |
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Think, Feel Before Function | |
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Is It "Brand-Able?" Ten Questions to Ask Before You Begin | |
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What Can Be Branded? | |
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Company Brand | |
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Ingredient Brand | |
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Organization Brand | |
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Service Brand | |
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Event Brand | |
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Team Brand | |
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Destination Brand | |
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Service or Maintenance Agreement Brand | |
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Program Brand | |
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Certification Brand | |
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Bundle of Services Brand | |
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Publication Brand | |
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Personal Brand | |
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Membership or Club Brand | |
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From the Brain Trust: How Has Branding Changed? | |
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Patterns of Success | |
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Five-Second Brand Bites-An Indelible Impression | |
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Brand Checkup: Is Your Tattoo One Big Smudge? | |
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The More Brand Assets, the More Valuable the Brand | |
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From the Brain Trust: How Strong Is Your Brand? | |
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Is the Ink Fading? | |
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Tattoo Tests | |
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Tattoo Test: Consumer Brands | |
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Tattoo Test: Business-to-Business Brands | |
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Five-Second Brand Bites-Keep Your Tattoo Vibrant | |
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Brand Moi: Your Personal Brand | |
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Why You Need to Be a Brand | |
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Creating Your Own Special Brand | |
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Tattoo Test: Brand Moi | |
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How to Tell Your Brand Story | |
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Brand Planning Workout | |
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Sample Brand Plan | |
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Sample Redprint | |
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Personal Brain Tattoo Tool Kits | |
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For Individuals Employed by a Company | |
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For the Self-Employed | |
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Five-Second Brand Bites-You Are Your Own Brand | |
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Brand Warriors: Qualities of Great Brand Builders | |
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Creativity | |
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How Brand Builders Think | |
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Creativity Workout | |
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From the Brain Trust: Creativity | |
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Fearlessness | |
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No Risk, No Brand | |
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Vision-Clear and Simple | |
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Strategic Thinking | |
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Commitment | |
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The Ideal Mix: Smart Research, an Intuitive Gut, and Perfect Timing | |
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Smart Research | |
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An Intuitive Gut | |
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Perfect Timing | |
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Five-Second Brand Bites-What Every Brand Warrior Must Know | |
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Branding Basics: How to Construct Your Tattoo Plan | |
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Questions to Ask Before You Begin Your Plan | |
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About Your Market | |
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About Your Category | |
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About Your Target | |
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About Brand Channels | |
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About Brand Pricing | |
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About Your Competitors | |
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About Your Brand | |
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About Outside Brand Promotion | |
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About Internal Brand Promotion | |
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About Market Perceptions of Your Brand | |
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Tattoo Plan Outline | |
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Brand Redprint | |
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Five-Second Brand Bites-Before You Begin | |
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Brand Naming: Art, Skill, and Luck | |
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How Much Is a Name Worth? | |
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Finding the Right Name | |
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Ten Questions to Ask Yourself Before You Begin | |
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Literal and Descriptive vs. Obscure and Emotional | |
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Names to Avoid | |
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Sources of Names | |
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From the Brain Trust: A Name That Sticks | |
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Six Steps to Take Before Making a Decision | |
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Five-Second Brand Bites-What's in a Name? Everything! | |
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Four Engines of Brand Development | |
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Know Who You Are | |
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Set Your Goals | |
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Define Your Voice and Your Vision | |
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Define Your Purpose | |
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Define Your Personality | |
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Be Unique | |
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Determine Your "Points of Distinction" | |
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Connect with Those Who Want What You Have | |
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Adapt to Change Yet Remain True to Brand | |
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Make Data Gathering a Priority | |
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Create Customer Loyalty | |
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From the Brain Trust: All About Loyalty | |
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Deliver a Great Experience | |
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Points of Contact | |
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Six Components of a Great Brand Experience | |
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Five-Second Brand Bites-Rev Up Your Brand | |
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The Fifth Engine: Eleven Tattoo Tactics That Speak Loudly Even When You Whisper | |
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Tattoo Tactics | |
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Exaggerate, Accentuate, and Eliminate | |
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No Risk, No Brand | |
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The Three Rs: Reach, Relevance, Repetition | |
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Visual Identity | |
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Your Logo | |
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Advertising | |
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From the Brain Trust: Make an Impression | |
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Advertising Dos and Don'ts | |
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Make the Media Measure Up | |
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Brand Partnerships | |
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Licensing: A New Level of Profit for Many Brands | |
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Media Relations | |
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The Truth About Publicity | |
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Create a Publicity Plan | |
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Grab Attention and Honor the Integrity of Your Brand | |
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Community Relations | |
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Industry Goodwill | |
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Nonprofit Initiatives and Cause Marketing | |
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Sales Promotions/Events | |
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Start with a Brand-Friendly BIG IDEA | |
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Customer Service | |
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Is Your Customer Service Poor, Satisfactory, or Memorable? | |
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Customer Service Hot Points | |
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Sales | |
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Integrate the Brand into the Sales Process | |
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The Environment and Merchandising | |
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Environments Created with the Brand in Mind | |
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Beyond Fashion-"Traditionally Not Merchandised" Merchandise | |
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Nonretail Merchandising Ideas | |
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The Future of Retail Merchandising | |
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Online | |
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Create a Web Site | |
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Leverage Other Online Tools | |
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Alternative and Buzz Activities | |
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Why Buzz? | |
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From the Brain Trust: The Value of Small Talk | |
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Want Brand Buzz? | |
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Five-Second Brand Bites-Tattoo Tactics That Stick | |
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Internal Branding: Breathing the Brand into Your Organization | |
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How to Create an Internal Brand | |
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From the Brain Trust: Branding and Organizational Excellence | |
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Tactics for Implementing an Internal Brand | |
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Measuring Your Success | |
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Five-Second Brand Bites-The Breath of Corporate Life | |
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Before You Brand, Protect Your Assets | |
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Five-Second Brand Bites-Protect Your Brand | |
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Epilogue: Top-Ten Tattoo Taboos | |
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Afterword | |
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Resources | |
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Index | |
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About the Author | |