List of Figures

Introduction: On-Brand or Off-Brand

Figure 1: The power of branded service experiences In reinforcing advertising

Chapter 2: Generic Customer Service Isn't Enough Anymore

Figure 2: Levels of brand loyalty

Chapter 4: Defining Your Brand DNA

Figure 3: The DNA components of brand space

Figure 4: Inside-out brand model

Chapter 8: Internal Word of Mouth: The Role of Brand Champions

Figure 5: Infusing your brand into the spirit of your business