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Robin Landa
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Chapters in this book
- Frontmatter i
- CONTENTS vii
- Foreword ix
- Acknowledgments xi
- Introduction 1
- 1 Why Should a Brand Tell a Story? 5
- 2 It’s Not About the Brand—It’s About the Audience 15
- 3 Well, It Is About the Brand, Too 40
- 4 Can You Feel It? Brand Affinity 75
- 5 Beginning, Middle, and End (Or Not) 93
- 6 The North Star 125
- 7 Brand as Activist: Diversity, Equity, and Inclusion 156
- 8 What’s the Next Story? How to Tell a Story Without a Playbook 191
- Notes 205
- Index 227
Chapters in this book
- Frontmatter i
- CONTENTS vii
- Foreword ix
- Acknowledgments xi
- Introduction 1
- 1 Why Should a Brand Tell a Story? 5
- 2 It’s Not About the Brand—It’s About the Audience 15
- 3 Well, It Is About the Brand, Too 40
- 4 Can You Feel It? Brand Affinity 75
- 5 Beginning, Middle, and End (Or Not) 93
- 6 The North Star 125
- 7 Brand as Activist: Diversity, Equity, and Inclusion 156
- 8 What’s the Next Story? How to Tell a Story Without a Playbook 191
- Notes 205
- Index 227
