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Table of Contents
Background: What is the IPA Excellence Diploma? / Nick Kendall
Acknowledgements
Foreword: I believe we must professionalize / Stephen Woodford
Introduction: How to read this book and some observations / Nick Kendall
I believe the pendulum has swung too far / Nick Kendall
Part One What is a brand?
Section overview: I believe we must consider a brand's behaviour, not just what a brand is / Mark Earls
01 I believe brand is a word that has outlived its usefulness / Nick Docherty
02 I believe in the Darwinian evolution of brands / Ian Edwards
03 We believe the people should control the means of branding / David Bonney
04 I believe in gaming your brand / Tim Jones
05 I believe in a brand new religion / Graeme Douglas
06 I believe communities are the future of brand communications / John V Willshire
07 I believe brands should go supergnova / James Borrodell Brown
Part Two What is brand ideas
Section overview: I believe we must abandon 'either or' and embrace the power of 'both and' / David Wilding
08 I believe that children are our future / Faris Yakob
09 I believe in the power of the self-fulfilling prophecy / David Young
10 I believe in the age of osmosis / Alex Dunsdon
11 I believe it's what brands don't say that matters / Pete Buckley
12 I believe brands must be superhuman / Emily Fairhead-Keen
13 I believe that brands should embrace the dark side / Simon Robertson
14 Hey, what's the long idea? I believe it's time the big idea had a counterpart / Sarah Morning
Part Three How should we organize to deliver?
Section overview: I believe we need to ADAPT / Ian Priest
15 I believe that the future of brands depends on confronting complexity / Gethin James
16 Data is our future: welcome to the age of infomagination / Matt Sadler
17 I believe brands need to adopt an outside-in brand management approach / Sam D'Amato
18 I believe we must manage brand ideas from the bottom up / Tom Roach
19 I believe it's time for a new system for leading beliefs / Ross Farquhar
20 I believe brands must shift from vanity to value / Matthew Philip
Outro: I believe that the Excellence Diploma transforms careers / Patrick Mills.
Acknowledgements
Foreword: I believe we must professionalize / Stephen Woodford
Introduction: How to read this book and some observations / Nick Kendall
I believe the pendulum has swung too far / Nick Kendall
Part One What is a brand?
Section overview: I believe we must consider a brand's behaviour, not just what a brand is / Mark Earls
01 I believe brand is a word that has outlived its usefulness / Nick Docherty
02 I believe in the Darwinian evolution of brands / Ian Edwards
03 We believe the people should control the means of branding / David Bonney
04 I believe in gaming your brand / Tim Jones
05 I believe in a brand new religion / Graeme Douglas
06 I believe communities are the future of brand communications / John V Willshire
07 I believe brands should go supergnova / James Borrodell Brown
Part Two What is brand ideas
Section overview: I believe we must abandon 'either or' and embrace the power of 'both and' / David Wilding
08 I believe that children are our future / Faris Yakob
09 I believe in the power of the self-fulfilling prophecy / David Young
10 I believe in the age of osmosis / Alex Dunsdon
11 I believe it's what brands don't say that matters / Pete Buckley
12 I believe brands must be superhuman / Emily Fairhead-Keen
13 I believe that brands should embrace the dark side / Simon Robertson
14 Hey, what's the long idea? I believe it's time the big idea had a counterpart / Sarah Morning
Part Three How should we organize to deliver?
Section overview: I believe we need to ADAPT / Ian Priest
15 I believe that the future of brands depends on confronting complexity / Gethin James
16 Data is our future: welcome to the age of infomagination / Matt Sadler
17 I believe brands need to adopt an outside-in brand management approach / Sam D'Amato
18 I believe we must manage brand ideas from the bottom up / Tom Roach
19 I believe it's time for a new system for leading beliefs / Ross Farquhar
20 I believe brands must shift from vanity to value / Matthew Philip
Outro: I believe that the Excellence Diploma transforms careers / Patrick Mills.