Chapter, Lesson, Part Part One: What is a brand?.

Chapter, Lesson, Part Introduction I believe we must consider a brand’s behaviour, not just what a brand is.

Chapter, Lesson, Part 01. I believe brand is a word that has outlived its usefulness.

Chapter, Lesson, Part 02. I believe in the Darwinian evolution of brands.

Chapter, Lesson, Part 03. We believe the people should control the means of branding.

Chapter, Lesson, Part 04. I believe in gaming your brand.

Chapter, Lesson, Part 05. I believe in a brand new religion.

Chapter, Lesson, Part 06. I believe communities are the future of brand communications.

Chapter, Lesson, Part 07. I believe brands should go supergnova.

Chapter, Lesson, Part Part Two: What is a brand idea?.

Chapter, Lesson, Part Introduction: I believe we must abandon ‘either or’ and embrace the power of ‘both and’.

Chapter, Lesson, Part 08. I believe the children are our future.

Chapter, Lesson, Part 09. I believe in the power of the self-fulfilling prophecy.

Chapter, Lesson, Part 10. I believe in the age of osmosis.

Chapter, Lesson, Part 11. I believe it’s what brands don’t say that matters.

Chapter, Lesson, Part 12. I believe brands must be superhuman.

Chapter, Lesson, Part 13. I believe that brands should embrace the dark side.

Chapter, Lesson, Part 14. Hey, what’s the long idea? I believe it’s time the big idea had a counterpart.

Chapter, Lesson, Part Part Three: How should we organize to deliver?.

Chapter, Lesson, Part Introduction: I believe we need to ADAPT.

Chapter, Lesson, Part 15. I believe that the future of brands depends on confronting complexity.

Chapter, Lesson, Part 16. Data is our future: Welcome to the age of infomagination.

Chapter, Lesson, Part 17. I believe brands need to adopt an outside-in brand management approach.

Chapter, Lesson, Part 18. I believe we must manage brand ideas from the bottom up.

Chapter, Lesson, Part 19. I believe it’s time for a new system for leading beliefs.

Chapter, Lesson, Part 20. I believe brands must shift from vanity to value.

Chapter, Lesson, Part Outro: I believe that the Excellence Diploma transforms careers.

Cover, Title,What is a 21st century brand?: new thinking from the next generation of agency leaders--Preface, Introduction, TOC,Contents--Preface, Introduction, TOC,Background--Preface, Introduction, TOC,Acknowledgements--Preface, Introduction, TOC,Foreword: I believe we must professionalize--Preface, Introduction, TOC,Introduction: How to read this book and some observations--Preface, Introduction, TOC,I believe the pendulum has swung too far--References, Appendix, Index,Index.