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Index
Your Brand Should Be Gay (Even If You're Not): The Art and Science of Creating an Authentic Brand
Introduction
Section One: The Foundation
1. The Truth about Branding
2. The Case for Authentic Brands
3. Building an Empowering Branding Mindset
Section Two: Signs of an Inauthentic Brand
4. An Inauthentic Name
5. An Inauthentic Purpose
6. An Inauthentic Message
7. An Inauthentic Personality
8. An Inauthentic Architecture
Section Three: Building a Brand, Authentically
9. The Science of the Branding Process
10. The Art of the Branding Process
11. Living Your Brand
Conclusion
Acknowledgments
About the Author
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