CONTENTS

Chapters in this book

1. Frontmatter i
2. CONTENTS vii
3. Foreword ix
4. Acknowledgments xi
5. Introduction 1
6. 1 Why Should a Brand Tell a Story? 5
7. 2 It’s Not About the Brand—It’s About the Audience 15
8. 3 Well, It Is About the Brand, Too 40
9. 4 Can You Feel It? Brand Affinity 75
10. 5 Beginning, Middle, and End (Or Not) 93
11. 6 The North Star 125
12. 7 Brand as Activist: Diversity, Equity, and Inclusion 156
13. 8 What’s the Next Story? How to Tell a Story Without a Playbook 191
14. Notes 205
15. Index 227