Cadbury, 54
Calkins, Earnest Elmo, 24
Carlson Marketing Group, 28
Carlzon, Jan, 48, 102
challenges, market, 105–107
changes
change management, 130–131
to corporate culture, 127–131
culture change consulting, 102–103
in human resources (HR), 157
resistance to, 130
channel marketing, challenge of, 37–39
Christenson, Clayton, 96
clarification of brand personality, 96
clutter removal, 224
Coca-Cola, 87, 104–105
Cohen, Marshall, 159
Collins, Jim, 13, 126
combined offerings, 20–21
Comdisco, 219–220
commitment, employee, 109, 147–148
communication
among brand champions, 151
brand-integrated employee communication programs, 136
effective, 138–141, 188
internal, 133
proactive handling of, 139–140
process of, 141
reinforcement (exercise), 217–220
reiteration/repetition, 175–176, 179
written, 142–143
See also messages
compatibility, 100
competition/competitiveness, 54–55, 127–128
competitive advantage, 167
differentiators, 161
people as competitive edge, 157–158
complaints, handling, 51–52, 210–211
compliance-driven scripting, 64
components of brand space, 97–98
computer industry. See electronics/computer industry
concept of branding, 26
connectors, 155–156
consistency, 76–77, 121–125, 186–188, 225
consumers/customers
attachments to names by, 22–23
beliefs of, 107–108
consumer cynicism challenge (marketing), 106
customer relationship management (CRM), 57–58
customer-staff interactions, 54, 108, 182
customer surveys, 200–201
customer touch points, 199–200
engagement/commitment of, 3–4
expectations, 60
knowledge/information about, 182–184, 187
new, 49–50
willingness to pay for brands, 32
See also experiences, customers'
co-ownership of brands, 18
copywriting, brand, 141–142
corporate identity, 161
Corporate Religion (Kunde), 114
Costco, 60, 85–86, 88–89
Council of Communication Management, 137
Cowell, Simon, 84
cross-functional groups, 102
cues, brand, 209–210
culture
aligning of, with brand, 143–144
changing corporate, 127–131
creating brand-driven, 177
internal, 92
permeating your, 99, 101
power of corporate, 126–129
signals of on- and off-brand, 113–114, 115
See also values
culture change consulting, 102–103
customers. See consumers/customers
customer service representatives. See employees
cynicism, 106, 111