| List of Figures and Tables | p. xi |
| Acknowledgements | p. xiii |
| The New Brand Reality | p. 1 |
| Introduction | p. 1 |
| What is Wrong with Brands Today? | p. 4 |
| Book Structure | p. 6 |
| Conclusion | p. 10 |
| Side Bar: Zippo - Still the Best Lighter Money Can Buy | p. 10 |
| Side Bar: Data and All That | p. 11 |
| Why Authenticity? | p. 13 |
| A Tale of Two Brands | p. 13 |
| What is Authenticity? | p. 15 |
| Who Determines Brand Authenticity? | p. 17 |
| Why Do Consumers Look for Authenticity in Brands? | p. 21 |
| How Do Marketers Build/Destroy Authenticity? | p. 25 |
| Conclusion | p. 27 |
| The Authenticity of Stories | p. 29 |
| Weapons of Mass Destruction and Wooden Chassis | p. 29 |
| Why Do Brand Stories Create Authenticity? | p. 33 |
| The Ten Stories Behind Authentic Brands | p. 37 |
| Founding | p. 37 |
| Side Bar: Burt and His Bees | p. 40 |
| Family | p. 42 |
| Conflict and struggle | p. 44 |
| Triumph and tragedy | p. 46 |
| Creation | p. 48 |
| History | p. 51 |
| Side Bar: Life during Wartime | p. 52 |
| Community | p. 54 |
| Place | p. 56 |
| Consumers | p. 58 |
| Product/service | p. 59 |
| Conclusion | p. 60 |
| Appealing as Artisanal Amateurs | p. 63 |
| Altoids and the P&G Effect | p. 63 |
| Side Bar: Less is more-returning Cracker Barrel to its roots | p. 65 |
| 'Amateurs', 'Artisans', and 'Appearances' | p. 66 |
| What Makes a Brand Appear Artisanal and Amateurish? | p. 68 |
| Emphasizing craft traditions | p. 68 |
| I wasn't formally trained | p. 70 |
| We don't do marketing | p. 72 |
| I love what I do! | p. 73 |
| Luck played a big role | p. 74 |
| Admit failure | p. 76 |
| We just want to have fun! | p. 77 |
| Not bad for no budget | p. 80 |
| The Other Half of the Story | p. 81 |
| Conclusion | p. 82 |
| Sticking to Your Roots | p. 85 |
| Taking Photos at Melbourne Airport | p. 85 |
| What Sticking to Your Roots Doesn't Mean | p. 87 |
| How to Stick to Your Roots? | p. 88 |
| Side Bar: The other Dr Pepper | p. 89 |
| Stylistic consistency | p. 90 |
| Side Bar: Tiger Balm | p. 91 |
| Retaining tradition | p. 93 |
| The founding spirit | p. 95 |
| Telling moralistic tales | p. 96 |
| Returning to or continuing roots in periods of transition | p. 98 |
| Retaining community traditions | p. 99 |
| Engaging in focal activities | p. 101 |
| Conclusion | p. 101 |
| Love the Doing | p. 103 |
| Ayn Rand and James Dyson | p. 103 |
| Why Do We Love The 'Lovers of Doing'? | p. 105 |
| How to Demonstrate a Love of Doing | p. 106 |
| Product/production orientation | p. 107 |
| Experiencing production | p. 109 |
| Leaders involved in production | p. 111 |
| Espoused love of craft | p. 113 |
| The quest for excellence | p. 115 |
| Being design-led | p. 118 |
| Conclusion | p. 120 |
| Market Immersion | p. 121 |
| Right Wing Customers | p. 121 |
| Side Bar: Tata Motors | p. 123 |
| How to be Immersed in Your Market | p. 124 |
| Employ your customers | p. 124 |
| Live in the market | p. 128 |
| Side Bar: Hans Beck and Playmobil | p. 130 |
| Trust your gut | p. 131 |
| Side Bar: Akssi | p. 135 |
| Allow employees to dabble | p. 135 |
| Seed the fan base | p. 138 |
| Conclusion | p. 139 |
| Be at One with the Community | p. 141 |
| Chateau Margaux's Cows | p. 141 |
| Authenticity is Local (Even when the Brand is Global) | p. 142 |
| How to be at one with Community | p. 145 |
| Nation | p. 145 |
| Region | p. 147 |
| Industry | p. 149 |
| Culture | p. 152 |
| Subculture | p. 154 |
| Conclusion | p. 157 |
| Indoctrinate Staff into the Brand Cult | p. 159 |
| Gordon Ramsay | p. 159 |
| How to Indoctrinate Your Staff into the Brand Cult | p. 160 |
| Select carefully | p. 160 |
| Look after their welfare | p. 162 |
| Tell their stories | p. 164 |
| Manage non-performance early | p. 165 |
| Encourage creativity | p. 167 |
| Immerse staff in the brand's culture | p. 169 |
| Lead by example | p. 171 |
| Conclusion | p. 173 |
| What Can You Do? | p. 175 |
| Faking it is Hard | p. 175 |
| Don't Just Say it, Show it! | p. 177 |
| Embrace the Tension at the Heart of Authentic Brands | p. 179 |
| Product, Product, Product (or Service, Service, Service-or Both) | p. 180 |
| Be Part of the Consumers' World | p. 181 |
| Avoid the Temptation to Exploit Your Brand for Commercial Gain | p. 183 |
| Employ a Brand Historian | p. 184 |
| Don't be Afraid of Letting Consumers in | p. 185 |
| Be Open and Honest | p. 187 |
| Side Bar: What about B2B? | p. 189 |
| Conclusion | p. 190 |
| Bibliography | p. 191 |
| Author Index | p. 203 |
| Brand Index | p. 207 |
| Subject Index | p. 215 |
| Table of Contents provided by Ingram. All Rights Reserved. |
