The Hook

INDEX

Affiliation, 51

Affinity, 85-86, 158

Aide-memoire, 113-114

Alpert, Terri, 139, 153

Aristotle, 31

Art of storytelling, the, 18-20

Artifice, 125

Awareness, 54

Bai Brands, 157

Barriers to entry, 147

Beckwith, Henry, 11, 12

Bernbach, Bill, 39, 43, 44, 95

Black Swan, The, 94

Blink, 118

Brain chemistry, 60-61

Brain, stories and the, 11

Brainstorming, 79

Brand DNA, 71-76, 77-87, 155, 196-199

Brand narrative, 16-17, 51-52, 53-67, 72-73, 77-87, 159-164, 196-199

Brand vision myth, 138, 173-177

Brand, 10, 15, 21, 32-33

Brand, video and, 193-194

Bressette, Katja E., 39-40, 64-67

Budget, video, 182

Bullet points, 45-49

Buying In, 44

Campbell, Joseph, 75

Catalyst cannon, 132

Category flexibility, 147

Chandra, Shalini, 84

Change programs, 167-172

Character ...