Table of Contents:
Chapter 1. Three hidden ingredients in every winning marketing campaign
Chapter 2. In simple language : what is a brand? What makes it successful? How do you manage it?
Chapter 3. How to create a unique selling proposition
Chapter 4. Create, or hire, or beg, to build a memorable, distinctive personality for your business
Chapter 5. You have to be able to see it to read it
Chapter 6. Brochures kill trees : make the trees that die for you count
Chapter 7. Everlasting tag lines
Chapter 8. Think globally, act locally.. to a point
Chapter 9. Integration wins wars and the mind of the consumer
Chapter 10. Location, location, location : get the most from your media dollars
Chapter 11. No one ever bought anything from an English professor
Chapter 12. The three most important customer lessons you will ever learn
Chapter 13. The art of building effective loyalty programs
Chapter 14. Surprise! we're all getting older
Chapter 15. The big breakthrough idea : where does it come from?
Chapter 16. The web : hype and hope
Chapter 17. The power of public relations and sponsorships
Chapter 18. Politics and promotion
Chapter 19. In the spotlight
Chapter 20. Confucius and stardom
Chapter 21. How to make the most of your advertising agency
Chapter 22. The ten secrets you really need to steal
Chapter 23. Being all that we can be.
Index