Foreword by Jeffrey H. Gitomer | xi | ||||
Acknowledgments | xiii | ||||
Introduction | xv | ||||
Chapter 1: Your Brand: How to Create an Indelible Mental Mark | 1 | (19) | |||
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Chapter 2: Brand Checkup: Is Your Tattoo One Big Smudge? | 20 | (12) | |||
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Chapter 3: Brand Moi: Your Personal Brand | 32 | (15) | |||
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Chapter 4: Brand Warriors: Qualities of Great Brand Builders | 47 | (17) | |||
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Chapter 5: Branding Basics: How to Construct Your Tattoo Plan | 64 | (10) | |||
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Chapter 6: Brand Naming: Art, Skill, and Luck | 74 | (9) | |||
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Chapter 7: Four Engines of Brand Development | 83 | (28) | |||
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Chapter 8: The Fifth Engine: Eleven Tattoo Tactics That Speak Loudly Even When You Whisper | 111 | (37) | |||
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Chapter 9: Internal Branding: Breathing the Brand into Your Organization | 148 | (7) | |||
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149 | (4) | |||
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Chapter 10: Before You Brand, Protect Your Assets | 155 | (12) | |||
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164 | (3) | |||
Epilogue: Top-Ten Tattoo Taboos | 167 | (4) | |||
Afterword by Michael Tchong | 171 | (2) | |||
Resources | 173 | (10) | |||
Index | 183 | (4) | |||
About the Author | 187 |
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