Brand real: how smart companies live their brand promise and inspire fierce customer loyalty / Laurence Vincent.

Acknowledgments
Introduction
Reality check : it's time to move from brandlore to promising brands
Winning the memory game
The benefit of your brand
Preserving brand value
Positioning brands for context
Brand attachment : the barefoot bandit and our sense of self
Expressing the promise : brand narrative, brand voice, and communications strategy
Naming and identity development
The touching experience : how to deliver on a promise at meaningful touch points
Brand inside : why people are the key to your brand strategy
Endnotes
Index.