Kellogg on Branding in a Hyper-Connected World

Part I: Thinking Strategically about Your Brand
1. Chapter 1 Brand Positioning: The Foundation for Building a Strong Brand
2. Chapter 2 Leveraging the Power of Brand Purpose
3. Chapter 3 Creating a Powerful Brand Portfolio
4. Chapter 4 Competitive Brand Strategies: Creating Pioneer, Fast-Follower, and Late-Mover Advantage
5. Chapter 5 Leading the Brand: Brand Strategy Orchestration and Implementation
6. The Three Keys to Building Global Brands with Soul
Part II: Bringing your brand to life
7. Brand Design and Design Thinking
8. Leveraging Touch points in Today’s Branding Environment
9. Building Strong Connections between Brands and the Self
10. Building Strong Brands through Advertising Strategy in the Online Age
11. Digital Brand Storytelling
12. Branding Services in the Digital Era
Part III: Gaining Insight about Your Brand and Quantifying Its Stature
13. Digital Transformation and the Evolution of Customer Insights in Brand Building
14. Using Neuroscience to Assess Brands
15. Measuring Brand Relevance and Health
16. Connecting Marketing and Finance via Brand Value
Part IV: Lessons from Brand Leaders
17. Has Purpose Lost Its Purpose? McDonald’s Defines Its Style of Marketing
18. Ulta Beauty Gets a Branding Makeover
19. Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story
20. Rebranding an Organization: The Novant Health Story
21. Repositioning a Country Brand: Changing the Conversation about Mexico
22. Managing Brand Communications in a Digital World
23. Customer Experience: The New Frontier of Branding
24. Brand New: Creating a Brand from Scratch