Efnisyfirlit

• Contents
• Introduction
• 1 I’m genuinely feeling groovy
• The story of Patagonia
• The environmental cause
• Chip is the brand
• In Patagonia
• Summary
• Notes
• 2 Living brands
• Defining brands
• Corporate brands
• People
• Summary
• Notes
• 3 Why people need vision and values
• Why we go to work
• Summary
• Notes
• 4 Why organizations need purpose and values
• A new model
• Empowerment
• The value of ideology
• Attracting and retaining people
• Certainty and uncertainty
• The barriers
• Summary
• Notes
• 5 Defining the brand
• A search for truth
• The definition process: why simplicity and participation matter
• The ‘B’ word
• An integrated approach
• Using the research
• BBC
• Virgin
• V12 — Ferrari
• Greenpeace International
• Structuring the brand idea
• Words, words, words
• Summary
• Notes
• 6 Bringing the brand to life
• Actions of management
• Brand books, games and videos
• Brand champions
• Brand workshops
• Events
• Human resources
• Internal communications
• External communications
• Extranets
• Brand innovation
• Branding on the internet
• Summary
• Notes
• 7 Sustaining the brand: stories and myths
• Why stories?
• Effective stories
• Different types of stories
• Storytelling at Nike
• The right stories
• Summary
• Notes
• 8 Measuring success
• Evaluating intellectual capital
• Evaluating brand commitment
• The external perspective
• The ROIT alternative
• Analysing the results
• The brand report
• Summary
• Notes
• 9 Managing the brand
• Individuality
• Identification
• Corporate trauma
• Whose responsibility?
• Summary
• Notes
• 10 Conclusion
• Imaginative
• Authentic
• Courageous
• Empowering
• Index