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Imperial Library
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Index
The Opening Act
Introduction: Defining a Brand
Chapter 1: AC/DC and the Art of Consistency
Chapter 2: Changes
Chapter 3: Bob Marley: Jammin’ with the Brand
Chapter 4: Dead Heads and Parrot Heads: Building a Tribe
Chapter 5: Are You Experienced?
Chapter 6: The Branding Equation: Demand + Scarcity = Value
Chapter 7: Walk This Way: Getting to Know Your Brand
Chapter 8: The Opposite of Love
Chapter 9: Smells Like Something Familiar
Chapter 10: Death by Hype: Learning from Axl’s Mistakes
Chapter 11: You Gotta Serve Somebody
Chapter 12: Honesty: You Can’t Fake It
Chapter 13: Cashing in on Old (Spice) Brands
Chapter 14: The Power of the Incomplete
Chapter 15: The Sex Pistols and the Art of Getting Attention
Chapter 16: Different Beats Better
Chapter 17: ABBA-fy Your Brand
Chapter 18: Know Your Enemy: Green Day Meets Sun Tzu
Chapter 19: Change with the Times: Eminem’s Comeback
Chapter 20: The Not-So-Dire Straits of Controversy
Chapter 21: The Grateful Dead’s Crystal Ball
Chapter 22: The Encore: Applying the Rock Star Principles
Acknowledgments
About the Author
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