Brand Enigma : Decoding the Secrets of your Brand

INDEX

3M 16, 290

ad agencies 76–7, 154–5, 160

Affinitive's American Skiing Company, MyA41.com Passholder Community campaign 279

age factors, Internet usage 257, 261–2, 270–1

airtravel 25, 86, 170, 182–8, 195–202, 260, 266, 290

Ali, Muhammad 146

Amazon 37, 73–4, 260

American Express 279

Apple 10, 32, 36, 51–3, 55, 69, 88, 92, 140–1, 288–91

Armstrong, Lance 177

the arts 22–3, 114–16, 135–7, 138–9, 157

AT&T 4

athletics 172–82

bad news 21, 72–4

balance sheets 98

Barrow, Simon 241–2

the BBC 25, 170, 210–17

the Beatles 177, 297

Bedbury, Scott 68, 276–7

Bentley, Natalie 302–5

Berkshire Hathaway Group 89

Bernard Hodes 249–50

Best Companies Guide 239–41

Big Brother 301

BINGOs 217–25

Bisto 98

Blair, Tony 87, 221

blink phenomenon 294

blogs 73–4, 260, 273–6

Blue Ribbon Company 178

Body Shop 10, 57–8, 81, 233

Boeing 291

bonuses, brand dream processes 24, 144, 146–65

boot camps, customers 305–7

Boston Consulting Group 288

Bott, David 161–5

Bowerman, Bill 176–80

Boyle, Raymond 47–8

the brain 60–2, 93, 99, 104–13, 115, 129, 144

brainstorming sessions 129, 298–9, 301

brand behaviour 6, 23–4, 45–50, 102–3, 118–19, 126–30, 131–2, 137–44, 159–65, 176–82, 186–8, 192–5, 199–202, 207–10, 215–17, 223–5, 253, 257

brand development 21–2, 80–93, 139–44, 149–65

brand dream enrolment phase, concepts 228–54

brand dream event, concepts 131–44

brand dream medicine 24, 145–65, 310–11

brand dream model

see also brand behaviour; traditions; vision

the BBC 25, 210–17

competitors 25, 168–226

concepts 16–17, 23