CONTENTS
CHAPTER ONE: GETTING THE BEST FROM THIS BOOK
How dreams and visions produce hard results
Discover the genius behind your brand
CHAPTER TWO: NIGHTMARES AND DREAMS: THE NEW WORLD OF BRANDS
Welcome to the era of warp-speed change
Changing everything at Internet speed
Globalisation, fair trade and ethical business
The democratisation of power and influence
Putting corporate values on the line
Seeing is believing: opening the doors of perception
Dysfunctional brand management: the search for a cure
CHAPTER THREE: ENDURING MYTHS, NEW CHALLENGES AND REALITIES
Myth One: Brands are just about differentiation in the marketplace
Myth Two: What you see is all you get
Myth Three: Brands only concern the marketing department
Myth Four: Customers are the only brand consumers that count
Myth Five: External research will tell you all you need to know about your brand
Myth Six: You can bury the bad news
Myth Seven: With the internationalisation of markets, it is easy for brands to act globally
Challenge One: Do you confuse new product development and innovation with brand extension?
Challenge Two: Do you think that you are the real owner of your brand?
Challenge Three: Is your brand development two paces behind the competition?
Challenge Four: Do you still believe you have a unique selling point?
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