CONTENTS

1. Cover
2. dedications and thanks
3. preface: getting from awkward to awesome
4. Introduction
   1. A confession
   2. Note
5. chapter 1 stop the ­consumer ­obsession
   1. Why do all cars look the same?
   2. Love him or loathe him, Steve Jobs had vision
   3. Customer obsession
   4. Customer Obsession is Over
   5. Notes
6. chapter 2 consumers lie
   1. Lying makes life better
   2. Bad men do what good men dream
   3. Why did you buy those shoes?
   4. The three big issues with research
   5. Does behaviour lie?
   6. It's a wrap
   7. Notes
7. chapter 3 listening to the consumer ­eliminates value
   1. Dinner with Gladwell
   2. Consumer in Control
   3. Don't let this thought slide by
   4. Notes
8. chapter 4 listening to the consumer makes your business homogeneous
   1. Listen to Forrester. CX is dangerous
   2. How we buy just about anything
   3. The consumer wants your category, not you
   4. Fear the power of tradition
   5. Notes
9. chapter 5 they who hear their brand
   1. Hearing IKEA
   2. The effort paradox
   3. What about Apple?
   4. Tourism Australia
   5. A bit of romance
   6. Art Series Hotels
   7. Along came ALDI
   8. Hear the brand
   9. Notes
10. chapter 6 create the category
    1. Making sex better
    2. Bending an established category into a new shape
    3. Stretching a pre-existing brand
    4. Be the category
    5. Note
11. chapter 7 define the brand
    1. A brand I'm particularly proud of
    2. The Great Brand Positioning Rumble
    3. The practical attack on brand positioning
    4. Defining Vegemite
    5. Now that everyone knows the brand …
    6. It starts with the brand
    7. Note
12. chapter 8 gonzo marketing 1: fire the CEO
    1. Gonzo marketing
    2. Corporate governance and me
    3. Inside out with superannuation
    4. Do we need a marketing department?
    5. Do you need a CEO?
    6. Trade secrets
    7. Think gonzo
13. chapter 9 gonzo marketing 2: put the customer second
    1. Your employees are media
    2. Embrace internal engagement
    3. Tackling the faceless ride-share companies
    4. The tech startup and branding from the inside out
    5. Customers are Number 2
    6. Notes
14. chapter 10 embracing the negative
    1. The yin yang symbol is not just a cool tattoo
    2. Dirt is creativity
    3. Wabi-sabi is not just a sushi restaurant
    4. We all cast a shadow
    5. Negative emotions
    6. Negative cognitions
    7. The alternative to perfect
    8. Embrace your weakness
    9. Celebrate flaws
    10. Notes
15. chapter 11 creating weakness
    1. 1. Force friction
    2. 2. Be wasteful
    3. 3. Make mistakes
    4. 4. Make a mess
    5. Don't forget this
    6. Notes
16. chapter 12 ask what your consumer can do for you
    1. Attitude follows action
    2. The Aesop effect
    3. s p a c e
    4. Doing nothing does harm
    5. So will you do something for me?
    6. Notes
17. chapter 13 the closing argument
18. appendix: the ‘how cool are you' questionnaire
19. about the authors
20. Index
21. END USER LICENSE AGREEMENT

List of Table

1. Chapter 10
   1. Table 10.1

List of Illustrations

1. Chapter 1
   1. Figure 1.1 : desired time and resource allocations of marketers
   2. Figure 1.2 : flow of marketing activity and available data
2. Chapter 3
   1. Figure 3.1 : a lot buy a little, a little buy a lot
   2. Figure 3.2 : when advertising tries too hard
3. Chapter 4
   1. Figure 4.1 : the purchase cycle for just about anything
   2. Figure 4.2 : logo convergence
   3. Figure 4.3 : changing logos with the times
   4. Figure 4.4 : Adrian Hanft's ‘Zombie-mobile
   5. Figure 4.5 : university focus group insights
4. Chapter 7
   1. Figure 7.1 : our four-leaf clover
   2. Figure 7.2 : a billboard for the Sukin ‘Nothing but special' advertising
   3. Figure 7.3 : Thinkerbell logo
   4. Figure 7.4 : desired time and resource allocations of marketers
   5. Figure 7.5 : Daily Mirror Vegemite ad
   6. Figure 7.6 : Vegemite's response to Marmite's response
5. Chapter 9
   1. Figure 9.1 : ranking of marketing priorities
6. Chapter 11
   1. Figure 11.1 : NRMA sign
   2. Figure 11.2 : Pat Cash at a Driver Reviver site

Guide

1. Cover
2. Table of Contents
3. Introduction