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HOME/COVER Page
Table of Contents Acknowledgements
i Editor's Tips
ii Welcome
iii About the Author

Part One: Focus
Creating Value

Part Two: High Performance
Energizing the Organization
Talking the Truth
Leader as Hero?
The Four Deadly Sins

Part Three: High Performance
Fit to Win

Part Four: Execution
Acquiring Market Savvy
Fulfilling Your Brand Promise
Out Think the Competition
Extraordinary Execution

Tools Index
Stories Index

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Section 8: Fulfilling Your Brand Promise


A diagram of Section 8

Using Your Brand Promise To Seize The Initiative
Seizing Brand Initiative
Your Public Face
Your Story
Your Public Orientation – Whom Do You Serve?
Trumpeting Your Unique Value-Added

34.Tool Preview: Creating The Business Review Conversation With Your Customers

Creating Sticky Relationships

The Bigelow Apothecaries Story

Can You Have A Bad Customer?
Tending Your Brand
Your Brand Is Your Identity
Hedging Your Bets
Taking The Offense

35.Tool Preview: Having Meaningful Brand Equity Conversations In Your Workplace

Fred Gaston’s Company Story

Building The Capability To Fulfill Brand Promise
Keeping Your Promises
Delivering On Promises
Taking Your Bearings
Using Your Business Idea To Make Sense of Your Markets
Powerfully and Clearly Communicating Your Brand Promise
Leading an Organization That’s Focused On Results

The Silla Cooling Systems Story

Recommended Readings for Section 8