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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 | |