Foreword By Peter Stringham, CEO, Young & Rubicam Group | |
Introduction | |
Tulipmania and Inflated Brands | |
Can You Say "Irresistible"? | |
Wall Street, Meet Main Street | |
The Postmodern Craving for Creativity | |
Welcome to ConsumerLand | |
Application | |
Stage One-Exploration: Performing an Energy Audit | |
Case study: LEGO-Play Well | |
Stage Two-Distillation: Identifying the Energy Core | |
Case study: Virgin Atlantic-Brilliant Basics, Magic Touches | |
Stage Three-Ignition: Creating an Energized Value Chain | |
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