Brand enigma: decoding the secrets of your brand

Getting the best from this book

Nightmares and dreams: the new world of brands

Enduring myths, new challenges, and realities

How the brand dream process took shape

Fitting the pieces together: the brand dream model

Taking the brand dream medicine

Deconstructing brands: a new way of sussing out the competition

Engaging staff in the employer brand

A web of threats and opportunities

An inspirational approach to innovation

Renewing the dream.