Daniela Costanzo: Spinning Her Magic

Chapters in this book

1. Frontmatter i
2. Contents xi
3. Acknowledgments xiii
4. Introduction 1
5. Tiger Woods: No One Walks on Water 10
6. Buddy “The Cake Boss ” Valastro: Baking Cakes and Living Dreams 17
7. JH Cohn: Branding for Accountants? Why Not! 22
8. Toyota: Putting the Brakes on Its Brand 27
9. Michael Port: Living by the “Golden Rule” 33
10. BlackBerry: The Brand You “Can’t Live Without” 39
11. Barack Obama: A Brand in Transition 43
12. Coke: It’s the Real Thing 51
13. Thirteen/WNET.org: Beyond Sesame Street and Bill Moyers 55
14. TD Bank: Beyond Colors, Letters, and Logos 60
15. The Catholic Church: A Brand in Constant Crisis 65
16. Toast: Knowing Where Your Bread Is Buttered 70
17. The New York Yankees: A Lot More Than a Baseball Brand 76
18. The Kennedys: The Rise and Fall of America’s “Royal Family” 81
19. Hospital Brands: Hospital Branding in Challenging and Uncertain Times 88
20. Starbucks: “Your Usual, Steve?” 100
21. Blackwater: Changing Your Name Doesn’t Fix Your Reputation 105
22. Campbell Soup: Engage Your Employees . . . Awaken Your Brand 109
23. Nick Matarazzo: Staying in the Game 116
24. Martha Stewart: Boy, . . . Was I Wrong 121
25. Bobbi Brown: Keeping It Real 125
26. Oprah: The “Babe Ruth” of Modern-Day Branding 130
27. BP Oil: Total Brand Destruction 137
28. TODAY: It’s about Yesterday, Today, and Tomorrow 142
29. Howard Stern: “The King of Media” 148
30. E*TRADE: When Your Brand Is a “Baby” 154
31. Gibbons: One Name Can Communicate So Much 158
32. Governor Chris Christie: When Being “Blunt” Is Your Brand 165
33. Lebron James: When Your “Decision” Hurts Your Brand 170
34. Newsweek: Times They Are a-Changing 176
35. Daniela Costanzo: Spinning Her Magic 180
36. Sarah Palin: So You Want to Be Taken Seriously? 185
37. Rutgers University: The Block R Success Story 192
38. TJ Nelligan: Doing Well by Doing Good 198
39. Eliot Spitzer: Go Figure 205
40. Wells Fargo/Wachovia: Two Banks into One . . . the Bottom Line 210
41. Make-A-Wish Foundation: Granting Lasting Wishes 215
42. Fox News: Love ’em, Hate ’em, Trust ’em . . . Watch ’em 222
43. Notes 229
44. About the Author 235