management
brand support, 169
change, 130–131
historical approaches, 8
importance of brand, 103
of internal brand communication, 138–141
open-book, 137
support for brand champions, 152–154
of top-rated brands, 43–44
managers
on brand champion teams, 149
knowledge of brand by, 179
responsibilities of, 179
See also exercises
market challenges, 105–107
marketing
Brand Book for staff, 163
classic mistakes in, 107–108
effectiveness studies, 34
external, 143–144
See also relationship marketing (RM)
marketing communication (marcom) strategies, 104–105
Marshall, Sir Colin, 103
McDonald's, 187
McDougall, James, 68
McLuhan, Marshal, 25
measures of accomplishment, 223
meetings, 139, 151, 217
Mercedes-Benz, 9
messages
clarity/consistency of, 29
focusing on outcomes versus inputs, 140
internal company, 133
negative, 210
See also communication
Microsoft, 42
mission statements, 120, 193–194, 221
See also Brand Books
mistakes, classic marketing, 107–108
moments of truth, 48–50
Moments of Truth (Carlzon), 48
monitoring on- and off-brand behavior, 154–155
monopolies, creation of quasi, 87–88
Monteith, Tim, 182
Morford, Mark, 35–36
Morgan, Rory, 26
Morton Salt, 44, 104–105
Mottram, Jan, 132, 134
Murphy, John, 33