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| The Power of Brands | |
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| What is a brand? | |
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| Why branding? | |
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| New Realities | |
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| Using the brand to propel the company | |
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| 4D-leadership | |
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| The art of calculating quality | |
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| Branding and the new economy | |
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| Copying the entrepreneur: being practical | |
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| Branding for the future | |
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| Authentic Reproduction | |
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| Friendship branding | |
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| Tightening relationships | |
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| The art of giving | |
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| Loyal friends | |
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| Real & perceived reality | |
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| The importance of authenticity | |
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| The brand as differentiation code | |
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| 4D-Paragons | |
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| The challenge of Adidas | |
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| The juice of Orange | |
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| The star of Starbucks | |
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| The innocence of Virgin | |
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| Creating A 4D-Brand | |
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| Branding in a transparent market | |
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| Production or relation brand? | |
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| How do we choose brands? | |
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| The stage | |
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| The functional dimension | |
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| The social dimension | |
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| The mental dimension | |
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| The spiritual dimension | |
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| 4D-eBranding | |
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| The role of the band on the web | |
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| BrandMindSpace in cyberspace | |
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| Create philosophy! Tell the story! Be authentic! | |
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| Build customer communities | |
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| Entertain! Give a brand experience! | |
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| Ten Commandments For a Brand with A Future the ten Commandments of 4D-Branding | |
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| A 4D brand is created in a person's mind | |
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| The traditional view of branding is product and service-oriented, focused on the unique benefits of the product or service | |
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| The world is changing and is increasingly full of examples of phenomena which do not meet the criteria of the classical product or service | |
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| The new virtual brands lack the substance that we are used to attaching to a classical brand | |
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| We must create substance | |
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| That substance is the brand | |
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| For the buyer, a product or service without a recognized brand is pure utility and availability, and can be easily replaced | |
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| A brand set in the mind of a person is much more unique and, most importantly, individual | |
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| A 4D brand must stand for something, be different | |
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| It's better to be something to someone, than nothing to everyone | |
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| Never truer | |
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| The traditional brand does not want to turn anybody down | |
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| It is typically a mass-market product defined to attract a mass audience | |
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| Trouble is such brands are emotionally very shallow | |
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| For the new individualized audience, the brand must stand for something special | |
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| It must have a philosophy and to be different not only in features, but in attitude | |
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| Such a brand will create brand fans, or even brand groupies who, through sheer loyalty, will not only stand by the brand but will also enthusiastically introduce it to others | |
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| The additional plus here is that it is often easier to stand for different attitudes and values than to continue to differentiate a product or service | |
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| A 4D brand involves people in a relationship akin to friendship | |
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| Brands have to involve people | |
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| It is like friendship | |
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| Personal attention, recognition, surprises and doing exciting things together are the essence of friendship - and 4D-Branding | |
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| As an added extra, find a common cause to passionately engage in, and you'll then have the most perfect recipe for success as a brand builder | |
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| A 4D brand is always regarded as the company's most valuable asset | |
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| The brand is not just a marketing tool, it is often the essence of your company | |
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| Though this may be recognized, it is often not acted upon | |
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| More attention is paid to property, machinery, and technology than to brands | |
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| The truth is that a weak brand, losing trust in its markets, renders an apparently sound company worthless | |
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| Brands are valuable | |
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| While auditors and lawyers take their time in recognizing this, the | |