Brand Now

How to Stand Out in a Crowded, Distracted World

 Brand Now

Author: Nick Westergaard
Pub Date: May 2018
Print Edition: $23.00
Print ISBN: 9780814439227
Page Count: 240
Format: Hardback
e-Book ISBN: 9780814439234

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Table of Contents

Introduction xi

Part I: The Brand Now Dynamics 3

1. Meaning 5

2. Structure 21

3. Story 36

4. Content 53

5. Community 69

6. Clarity 84

7. Experience 99

Part II: The Brand Now Toolbox 117

Welcome to the Brand Now Toolbox! 119

Summary 121

Humor: The Bonus Dynamic 127

Brand Now for B2B Brands 133

Brand Now for Small Business Brands 137

Brand Now for Personal Brands 143

Brand Now for Political Brands 147

Brand Now Naming 151

Brand Now Crisis Communication 157

Touchpoint Checklist 163

Touchpoint Map 167

Appendix 169

Discussion Group Questions 171

Further Reading and Resources 175

Acknowledgments 179

Notes 183

Index 197

About the Author 204

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