Brand Romance

1. Introduction
Yasushi Kusume, Neil Gridley

Part 1. Know Who You Are

2. Commitment 1: Think of Your Brand as a Person
Yasushi Kusume, Neil Gridley

Part 2. Know Your Audience

3. Commitment 2: Understand Short- and Long-Term Needs
Yasushi Kusume, Neil Gridley

4. Commitment 3: Co-Create with People
Yasushi Kusume, Neil Gridley

5. Commitment 4: Understand How People Experience
Yasushi Kusume, Neil Gridley

6. Commitment 5: Measure and Optimize
Yasushi Kusume, Neil Gridley

7. Commitment 6: Introduce a “Love Tester”
Yasushi Kusume, Neil Gridley

Part 3. Know What You Will Bring Your Audience

8. Commitment 7: Build a Clear Brand Design Architecture
Yasushi Kusume, Neil Gridley

9. Commitment 8: Continuously Innovate
Yasushi Kusume, Neil Gridley

10. Commitment 9: Give Your Value Proposition the Four Design Drivers
Yasushi Kusume, Neil Gridley

Part 4. Know How You Will Bring It to Your Audience

11. Commitment 10: Create a Clearly Recognizable Identity
Yasushi Kusume, Neil Gridley

12. Commitment 11: Embrace the Three Design Principles
Yasushi Kusume, Neil Gridley

13. Commitment 12: Create One Vocabulary for the Whole Organization
Yasushi Kusume, Neil Gridley

14. Commitment 13: Recognize the Maestro and the Virtuoso
Yasushi Kusume, Neil Gridley

15. Commitment 14: Nurture Your Talent
Yasushi Kusume, Neil Gridley

16. Commitment 15: Create a Shared Culture
Yasushi Kusume, Neil Gridley

Keywords: Business and Management, Marketing, Business Strategy/Leadership, Knowledge Management, Market Research/Competitive Intelligence