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Index
Praise for The Fortune Cookie Principle
Title Page
Copyright
Dedication
Contents
NEW MARKETING: A RECAP
INTRODUCTION
How will you make me care?
Building a brand vs. selling a commodity
The story is your advantage
Say hello to the Kickstarter generation
What is a brand story?
Why you need a story to tell
Top-of-mind vs. close-to-heart
How the twenty keys came to be
1) TRUTH— WHAT BUSINESS ARE YOU IN?
Keep your chin up
Better isn’t always best
2) PURPOSE—THE REASON YOU EXIST
The first brick
“Our town is going to make jeans again”
3) VISION
From a couch to a castle
It all started with a birthday party
4) VALUES
No compromise
What the world was waiting for
5) PRODUCTS AND SERVICES
Nothing else
What’s the value of trust?
Buying into the legend
6) YOUR PEOPLE
Empower your people
Love what you do
7) VALUE YOU DELIVER
What’s more important than the coffee?
100% honest
8) NAME AND TAGLINE—YOUR OPENING MOVE
WooHoo!
Just Do It
9) CONTENT AND COPY
The best confirmation email ever written
Taking the biscuit
Changing the conversation and improving the bottom line
10) DESIGN
Not just shiny
Garbage or art?
11) YOUR ACTIONS
Two bold ideas
Three true stories
12) CUSTOMER EXPERIENCE
The customers you deserve
Velvet ropes
The billion-dollar user experience
13) PRICE AND QUALITY
A story of significance
The six-figure hat
“Why do glasses cost as much as an iPhone?”
People will know
14) POSITION PERCEPTION
The good life
The blue box
15) DISTRIBUTION
Giving it all away
Forget the middleman
16) LOCATION
Be the brand people seek out, not the one they stumble upon
Meatballs and the red cushion you didn’t need
17) UBIQUITY OR SCARCITY
The story you tell is a choice
Here come the sirens
18) COMMUNITY
Shared experiences
Movember
19) REPUTATION
The wrong story can kill a great idea
Share of heart
20) REACTION AND REACH
True Friends
The story your customers can tell themselves
21) THE KEY THAT NOBODY CAN GIVE YOU
It’s not how good you are; it’s how well you tell your story
RESEARCH NOTES
ACKNOWLEDGMENTS
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