You are the brand

XIV, 234 S.

Includes bibliographical references

Tiger Woods : no one walks on water -- Buddy "the cake boss" Valastro : baking cakes and living dreams -- JH Cohn : branding for accountants? Why not! -- Toyota : putting the brakes on its brand -- Michael Port : living by the "golden rule" -- Blackberry : the brand you "can't live without" -- Barack Obama : a brand in transition -- Coke : it's the real thing -- Thirteen/WNET.org : beyond Sesame Street and Bill Moyers -- TD Bank : beyond colors, letters, and logos -- The Catholic Church : a brand in constant crisis -- Toast : knowing where your bread is buttered -- The New York Yankees : a lot more than a baseball brand -- The Kennedys : the rise and fall of America's "royal family" -- Hospital brands : hospitals branding in challenging and uncertain times -- Starbucks : "your usual, Steve?" -- Blackwater : changing your name doesn't fix your reputation -- Campbell soup : engage your employees--awaken your brand -- Nick Matarazzo : staying in the game -- Martha Stewart : boy--was I wrong -- Bobbi Brown : keeping it real -- Oprah : the "Babe Ruth" of modern-day branding -- BP Oil : total brand destruction -- TODAY : it's about yesterday, today, and tomorrow -- Howard Stern : "the king of media" -- E*TRADE : when your brand is a "baby" -- Gibbons : one name can communicate so much -- Governor Chris Christie : when being "blunt" is your brand -- Lebron James : when your "decision" hurts your brand -- Newsweek : Times they are a-changing -- Daniela Costanzo : spinning her magic -- Sarah Palin : so you want to be taken seriously? -- Rutgers University : the Block R success story -- TJ Nelligan : doing well by doing good -- Eliot Spitzer : go figure -- Wells Fargo/Wachovia : two banks into one--the bottom line -- Make-a-Wish Foundation : granting lasting wishes -- Fox News: love 'em, hate 'em, trust 'em--watch 'em.

ECONIS - Online Catalogue of the ZBW