Did You Know? Strong brand portfolios are designed around the customer Seven applications of brand valuation Protecting your intellectual property: Two tales FCUK Fashion: A shocking success Job ads matter too A Johari Window into your brand Airbus: Reaching out to purchase influencers Avis: We Try Harder: Repositioning the market leader The Mercedes logo The 7S McKinsey model Morton Salt: It's never just about price The Centurion Card: For the best of American Express customers Brand valuation: The seven components of brand strength The HOG: More useful than you might imagine Cost-effective promotions can build the brand too The New Coke fiasco: Market research lessons to be learnt The Pret A Manger brand The BMW Logo The Kodak name The IPA series of AdValue downloads Companies can live forever The Microsoft brand
Light Relief Absolut vodka: Absolute sensation Chanel No.5: The ultimate celebrity endorsement The Nike Swoosh A new form of country club membership Brand it like Beckham The mosquito-repellent mobile phone Burma-Shave signs: Capture American drivers' imagination A new form of 'streaming' media Guerilla marketing in the fast-food wars More alternative media: Walking billboard advertising A fantastic example of alternative media Coca Cola and Father Christmas Capturing passers-by with imaginative outdoor advertising Brand-naming: Even Coke can get it wrong Samsung cell phone advertisement Dear Henry: I have a problem Spot the 'arrow' in the FedEx logo. Great design or accident? The Coke wars God speaks Driving your brand through your retail outlet Marketing explained
Marketing Definitions Vision and mission Loyalty Marketing Creativity Are you a manager or a leader? Public Relations Market Leadership Positioning Insight Strategy Brand Marketing
Creative Thinking Contrarian thinking How we think The three components of business creativity Challenge your assumptions Just ask 'Why?' The story of the Gordian Knot Getting a new perspective on the problem How to use Edward de Bono's 'Six Thinking Hats'... How far did the fly fly? A really terrible number puzzle Thousands of marketing ideas in minutes: The 'Matrixing' Tool Connect the dots Are you creative? Brainstorming
Book Reviews Absolut Book Brand Royalty Living The Brand The Philosophy of Branding How To Get Into Advertising, 2nd Edition Scoring Points: How Tesco is winning customer loyalty Global Brand Strategy Hey Whipple, Squeeze This Marketing from Advertising to Zen BRANDchild Brands: Visions & Values Brand New Justice: The Upside of Global Branding Uncommon Practice: People who deliver a great brand experience A Whack on the side of the Head Influence: The Psychology of Persuasion Selling the Invisible: A Field Guide to Modern Marketing Positioning: The Battle for Your Mind Truth, Lies and Advertising: The Art of Account Planning Understanding Brands: By 10 People Who Do More Than Motorcycle: The Leadership Journey at Harley-Davidson
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