Contents
PART I | Introduction: Things Have Changed
Chapter 1 What You Don’t Know Can Hurt You
Chapter 2 Companies Don’t Build Brands, Customers Build Brands
Chapter 4 What Is a Brand Model?
PART III | Building Your Brand Model
Chapter 6 Uncovering Your Brand’s Core
Chapter 7 Generating Insights and Discovering Meaning
Chapter 8 Setting Your Brand Apart from the Competition
PART IV | Deploying Your Model
Chapter 10 Activating the Insights of Your Brand Model
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