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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781119417002
· 쪽수 : 320쪽
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The Usual UnIntroduction xi
The Moral of the Brand Story xiv
Lesson 1: Logos Don’t Matter 1
Lesson 2: Peanut Butter Branding 3
Lesson 3: We Know You Think You’re Good, but Are You GoodWell Good? 6
Lesson 4: Selling Cookies Is a Dirty Job 9
Lesson 5: Complacency and ADT’s Lame Season’s Greetings 12
Lesson 6: Pizza Saves Lives 15
Lesson 7: The Diet That Crossed the Line 17
Lesson 8: Leadership in Action 19
Lesson 9: Hubris and Using Brands You Hate 24
Lesson 10: Creepy Disruption 26
Lesson 11: That Time We Newsjacked 29
Lesson 12: Guacamole Is Extra, but Using Your Image Is Free of Charge 32
Lesson 13: The Kidz Are Alright 34
Lesson 14: Online Theft and Why It Should Matter to You—Yes, Even You 36
Lesson 15: Confessions of an Old Grumpy Guy 41
Lesson 16: Gender Gap 44
Lesson 17: The Roof Is on Fyre 47
Lesson 18: A Cup of Goodwill 50
Lesson 19: Whatever Fake Doesn’t Kill You Doesn’t Always Make Your Brand Stronger 52
Lesson 20: pH Branded for Her 56
Lesson 21: Man Cold Marketing 59
Lesson 22: Stop and Thinx 61
Lesson 23: Happy Hot Sauce Accidents 64
Lesson 24: A Lesson in Getting That Dream Job 67
Lesson 25: The Value of Content-First Media 70
Lesson 26: How to Go from One Star to Four 72
Lesson 27: Quenching the Brand Thirst 75
Lesson 28: Samsung Swansong 78
Lesson 29: Doctor Wanted: Must Not Have Facebook 81
Lesson 30: InSuencer Marketing 83
Lesson 31: UnLove Shack 85
Lesson 32: What’s in a Name 89
Lesson 33: Loyalty Makeup 91
Lesson 34: Skee-Ball Is Forever 93
Lesson 35: You Can’t Please Everyone 97
Lesson 36: This Oatmeal Is Just Right 100
Lesson 37: The Pooptastrophe 104
Lesson 38: Scott Spratten, Kitten Killer 108
Lesson 39: The Emperor Has No Juice 110
Lesson 40: The Kind of Branding Soulmate You Don’t Want to Be 112
Lesson 41: Keeping the News en Vogue 116
Lesson 42: Send Loyalty Sky High 119
Lesson 43: The Cheesy ROI of Tattoos 121
Lesson 44: Loyalty That Will Never Lego 123
Lesson 45: Ludicrous Speed Innovation 126
Lesson 46: Kickstarter Scrappiness 129
Lesson 47: When Crowdfunding Fails 132
Lesson 48: Don’t Make It Weird 136
Lesson 49: Integral Wealth Lacks Integrity 138
Lesson 50: T.G.I.S’ Monday 140
Lesson 51: When Everything Goes Up in Flames 142
Lesson 52: Sears and Our Right-Handed Chair 146
Lesson 53: Branding through Service 149
Lesson 54: #GoForTheLawsuit 152
Lesson 55: Wells Fargo and Why Elizabeth Warren Is Our Hero 155
Lesson 56: The Secret to Going Viral 158
Lesson 57: Cookies and Apple 162
Lesson 58: Ad UnBlock 164
Lesson 59: The Definition of Awesome 166
Lesson 60: A Degree in Community 168
Lesson 61: Pepsi Cause Jacking 174
Lesson 62: UnSelling Is the Bombdiggity 177
Lesson 63: Because the World Needs More Parent Shaming—Get Off Your Phone! 180
Lesson 64: Freestyle Your Brand 182
Lesson 65: When Charity Flows 184
Lesson 66: Romantic Atlantic 188
Lesson 67: More than a Gimmick 191
Lesson 68: Medium-Rare Data 194
Lesson 69: Hack Your Hiring 198
Lesson 70: Kind, True, Helpful, and Refreshing 201
Lesson 71: Ghost Restaurant 203
Lesson 72: Sort-of-Okay Western 206
Lesson 73: There Is No Urgency in Mediocrity 209
Lesson 74: Are You a Seeder or a Leecher? 212
Lesson 75: Peyton’s Pizza Palace 214
Lesson 76: The Cadillac of Coffee Shops 216
Lesson 77: Peloton, Fitness, and Creating Motivation 218
Lesson 78: Opening Up the Brand Crate 221
Lesson 79: Time Will Tell 223
Lesson 80: Razer’s Edge 226
Lesson 81: No, We Can’t Get You Tickets to Hamilton 229
Lesson 82: For the Love of Animals and the Hatred of Animal Hair 231
Lesson 83: That Week We Sold Socks 233
Lesson 84: Burger Shop Gives Back 236
Lesson 85: Fighting Racism Next Door 238
Lesson 86: Great Culture Has No Expiration Date 241
Lesson 87: Ethics Exchange 243
Lesson 88: Too Much of a Good Thing? 245
Lesson 89: Work Life Balance, en Français 247
Lesson 90: Pet-Not-So-Smart 249
Lesson 91: One Flew Over the Loyalty Nest 251
Lesson 92: Gimme a Break-In 254
Lesson 93: Stone-Cold Success 256
Lesson 94: Charming Pretend Lines 259
Lesson 95: The Stench of Going Above and Beyond 261
Lesson 96: United We Fall 264
Lesson 97: Hook-and-Ladder Stratten 270
Lesson 98: The “All-Natural” Lawsuit 273
Lesson 99: Brand Values Are Cool 275
Lesson 100: Isn’t Yelp the Sound a Dog Makes When It’s in Distress? 278
Conclusion 281
Index 284