Introduction.

SECTION I: BRAND THEORY REVISITED.

1 Challenges to the Old Model of Branding.

1.1 From Ad Idea to Media-Neutral Idea.

1.2 The Old School.

1.3 Protestant vs Catholic: The Battle for Brand Theory.

Summary of Chapter 1.

2 A New Theory of Branding.

2.1 What Is a Brand?

2.2 Brand as Strategic Cultural Idea.

2.3 Brand as a Cluster of Cultural Ideas.

2.4 The Brand Innovation Imperative.

2.5 Hybrid Vigour: Brand Partnerships, Feuds, Leaps and Properties.

2.6 The Equivalence of Brand Creation and Brand Communication.

2.7 A Shift from Targeting an Audience to Adoption.

2.8 Establishing New Lifestyles.

Summary of Chapter 2.

3 The Trouble with Trends.

3.1 The Difference between Cultural Trends and STEPs.

3.2 Real Trends.

3.3 Made-up Trends.

Summary of Chapter 3.

4 Strategy: Finding a Cultural Logic.

4.1 Problem Finding.

4.2 Finding a Third Way.

4.3 A Bigger Context or Market.

4.4 Outside-In Thinking.

4.5 Brand Archaeology.

4.6 Brand Renaissance.

4.7 What Is the Other Side of the Story?

4.8 Strategy as Scripting.

4.9 What Is Lacking?

4.10 The Cultural RNA.

4.11 What Are We Here to Do?

4.12 Busting the Tradeoff in Your Market.

4.13 Model a Distant Parallel.

4.14 Information Saturation.

4.15 Deconstruction, Reconstruction.

4.16 Demolish the “Ad in Your Head”.

4.17 Rekindle Your Curiosity.

4.18 Bringing the Strategy to a Point of Focus.

Summary of Chapter 4.

SECTION II: A TYPOLOGY OF BRAND IDEAS.

Building Your Molecule: 32 Brand Elements.

Chapter Strcture.

A Periodic Table for Brand Ideas.

1 New Traditions.

1A Habit Ideas.

1B Spectacular Ideas.

1C Leadership Ideas.

1D Organisation Ideas.

2 Belief Systems.

2A Cognitive Ideas.

2B Appreciation Ideas.

2C Faith Ideas.

2D Atlas Ideas.

3 Time.

3A Regressive Ideas.

3B Now Ideas.

3C Nostalgia Ideas.

3D Calendar Ideas.

4 Herd Instincts.

4A Initiation Ideas.

4B Crowd Ideas.

4C Clan Ideas.

4D Craze Ideas.

5 Connecting.

5A Co-authored Ideas.

5B Socialising Ideas.

5C Cooperative Ideas.

5D Localised Ideas.

6 Luxury.

6A Concierge Ideas.

6B Plenty Ideas.

6C Exclusive Ideas.

6D Exotic Ideas.

7 Provocative.

7A Erotic Ideas.

7B Cathartic Ideas.

7C Scandal Ideas.

7D Radical Ideas.

8 Control.

8A Personalised Ideas.

8B In-Control Ideas.

8C Competition Ideas.

8D Grading Ideas.

SECTION III: DEVELOPING BRAND STRATEGIES.

Developing New Brand Ideas in Practice.

Organised Chaos vs Corporate Constipation.

Using the 32 Cultural Ideas: Reframing.

Example: Let’s Kill Lynx.

Logical Conclusions.

References.

Index.