Contents
Chapter 1: Great Brands Start Inside
Putting Internal Brand Culture First
Extend Your Brand-Building Culture Externally
Execute First; Communicate Later
Chapter 2: Great Brands Avoid Selling Products
Emotional Brand Building for Long-Term Customer Relationships
Expanding Your Brand Footprint Through Emotion
What Business Is Your Brand In?
Chapter 3: Great Brands Ignore Trends
The Risky Business of Trend Following
Anticipating and Advancing Cultural Movements
Making the Internal Connection
Chapter 4: Great Brands Don’t Chase Customers
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