Table of Contents

Acknowledgments

Interviewees and Contributors

Why This Book?

PART ONE
The Truths of Branding Magnified

1. The Importance of Gaining Superior Consumer Insight
2. The Importance of Relevant Differentiation
3. The Importance of Delivering on Your Brand Promise
4. The Importance of a Simple Idea
5. The Importance of a Clear Brand Voice
6. The Importance of Following the Customer's Journey

PART TWO
Building Brands in a Digital World

7. Stop, Look and Listen: Get Insights about Your Digital Audience
8. Call Attention to What Makes Your Brand Relevantly Different
9. Keep Your Brand's Promise
10. Start with a Simple Idea
11. Establish a Clear Brand Voice
12. Identify Where You Can Play to Win

BrandDigital: The Top Ideas to Remember