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Index
Contents
Forewords
Introduction
One: The Formation of a Brand
Two: Learning and Implementing Brand Strategy
Three: “Test Me”
Four: Purpose
Five: A New Brand Paradigm
Six: Brand Journey
Seven: Connecting with College Football Fans
Eight: Transitions
Nine: “My Pleasure”
Ten: Innovation
Eleven: The Cows Go to the College Football Championship
Twelve: Life and Legacy
Afterword: At the Rose Bowl, Remembering Truett
Acknowledgments
Appendix
Notes
About the Author
Photos
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