CONTENTS

FOREWORD

ACKNOWLEDGMENTS

INTRODUCTION

1   HOW YOUR CONSUMERS ARE CHANGING

2   WHAT CONSUMERS ARE LOOKING FOR IN BRANDS THEY TRUST

3   BUILDING RELATIONSHIPS BY HELPING OTHERS

4   BEING TRANSPARENT AND LIKABLE

5   REMAINING CONSISTENT AND BOOSTING FAMILIARITY

6   BROADCASTING YOUR MESSAGE THROUGH CONTENT

7   MY JOURNEY

8   THE GOLDEN RULE OF COMMUNICATION

9   BEYOND THE MARKETING DEPARTMENT

10   POPULATING ALL STAGES OF THE CONSUMER JOURNEY THROUGH STRATEGIC DISTRIBUTION

RESOURCE LIBRARY

NOTES

INDEX