<P style="MARGIN: 0px"><I>Branding: secrets revealed, best practices explained, pitfalls exposed! </I></P> <P style="MARGIN: 0px">• The truth about positioning brands and developing brand meaning </P> <P style="MARGIN: 0px">• The truth about brands as corporate profit drivers </P> <P style="MARGIN: 0px">• The truth about advertising, pricing, segmentation, and more</P> <P style="MARGIN: 0px"><B> </B></P> <P style="MARGIN: 0px"><B>Simply the best thinking</B></P> <P style="MARGIN: 0px">the truth and nothing but the truth </P> <P style="MARGIN: 0px"> </P> <P style="MARGIN: 0px">This book reveals the 51 bite-size, easy-to-use techniques for building great brands—and keeping them great.</P> <P style="MARGIN: 0px"> </P> <P style="MARGIN: 0px">“I recommend this punchy, provocative book that uses vivid case studies to remind us of 51 truths about brands.”</P> <P style="MARGIN: 0px">DAVID AAKER, Vice-Chairman, Prophet and Author of <I>Building Strong Brands</I> and <I>Spanning Silos</I></P> <P style="MARGIN: 0px"> </P> <P style="MARGIN: 0px; mso-layout-grid-align: none" soNormal>Preface ix</P> <P style="MARGIN: 0px"><B>Truth 1 </B>Managing brands is not common sense 1</P> <P style="MARGIN: 0px"><B>Truth 2 </B>No one loves your brand as much as you love it 5</P> <P style="MARGIN: 0px"><B>Truth 3 </B>The brand is not owned by marketing; everyone owns it 9</P> <P style="MARGIN: 0px"><B>Truth 4 </B>Making more by doing less 13</P> <P style="MARGIN: 0px"><B>Truth 5 </B>Does your brand keep its promise? 17</P> <P style="MARGIN: 0px"><B>Truth 6 </B>Price is the communication of the value of your brand 21</P> <P style="MARGIN: 0px"><B>Truth 7 </B>Brand personality is the emotional connection with your brand 25</P> <P style="MARGIN: 0px"><B>Truth 8 </B>Does your sales force know the difference between a product and a brand? 29</P> <P style="MARGIN: 0px"><B>Truth 9 </B>Beware of the discounting minefield 33</P> <P style="MARGIN: 0px"><B>Truth 10 </B>Packaging protects your product; great packaging protects your brand 37</P> <P style="MARGIN: 0px"><B>Truth 11 </B>Brand management is association management 41</P> <P style="MARGIN: 0px"><B>Truth 12 </B>The retail experience is the brand experience 45</P> <P style="MARGIN: 0px"><B>Truth 13 </B>Corporate ego: Danger ahead 49</P> <P style="MARGIN: 0px"><B>Truth 14 </B>Brand metrics: Best measure of success? 53</P> <P style="MARGIN: 0px"><B>Truth 15 </B>Customer complaints are a treasure 57</P> <P style="MARGIN: 0px"><B>Truth 16 </B>Brand stewardship begins at home 61</P> <P style="MARGIN: 0px"><B>Truth 17 </B>Market share doesn't matter 65</P> <P style="MARGIN: 0px"><B>Truth 18 </B>Avoid the most common segmentation mistake 69</P> <P style="MARGIN: 0px"><B>Truth 19 </B>Public relations and damage control: The defining moment 73</P> <P style="MARGIN: 0px"><B>Truth 20 </B>Focus equals simplicity 77</P> <P style="MARGIN: 0px"><B>Truth 21 </B>Marketing is courtship, not combat 81</P> <P style="MARGIN: 0px"><B>Truth 22 </B>Don't sacrifice brand focus for sales 85</P> <P style="MARGIN: 0px"><B>Truth 23 </B>The medium is not the message; the message is the message 89</P> <P style="MARGIN: 0px"><B>Truth 24 </B>Brand development and the small business 93</P> <P style="MARGIN: 0px"><B>Truth 25 </B>Imitation is an ineffective form of flattery 97</P> <P style="MARGIN: 0px"><B>Truth 26 </B>Positioning lives in the mind of your target customer 101</P> <P style="MARGIN: 0px"><B>Truth 27 </B>The value of brand loyalty 105</P> <P style="MARGIN: 0px"><B>Truth 28 </B>Quality is not an effective branding message 109</P> <P style="MARGIN: 0px"><B>Truth 29 </B>Effective use of celebrity endorsers: The fit's the thing 113</P> <P style="MARGIN: 0px"><B>Truth 30 </B>Brand-building consumer promotion 117</P> <P style="MARGIN: 0px"><B>Truth 31 </B>Advertising built for the long run 121</P> <P style="MARGIN: 0px"><B>Truth 32 </B>A service brand is a personal brand 125</P> <P style="