Introduction : The power and challenge of branding / Tim Calkins -- Section one. Thinking strategically about your brand. Brand positioning : the foundation for building a strong brand / Alice M. Tybout -- Leveraging the power of brand purpose / Jim Stengel, Matt Carcieri, Renée Dunn -- Creating a powerful brand portfolio / Tim Calkins -- Competitive brand strategies : creating pioneer, fast-follower, and late-mover advantage / Gregory S. Carpenter, Kent Nakamoto -- Leading the brand : brand strategy orchestration and implementation / Eric Leininger -- The three keys to building global brands with soul / Sanjay Khosla -- Section two. Bringing your brand to life. Brand design and design thinking / Bobby J. Calder -- Leveraging touchpoints in today's branding environment / Kevin McTigue -- Building strong connections between brands and the self / Neal J. Roese, Wendi L. Gardner -- Building strong brands through advertising stratey in the online age / Brian Sternthal -- Digital brand storytelling / Mohanbir Sawhney -- Branding services in the digital era / Tom O'Toole -- Section three. Gaining insight about your brand and quantifying its stature. Digital transformation and the evolution of customer insights in brand building / Bridgette Braig -- Using neuroscience to assess brands / Moran Cerf -- Measuring brand relevance and health / Julie Hennessy -- Connecting marketing and finance via brand value / Bobby J. Calder -- Section four. Lessons from brand leaders. Has purpose lost its purpose? McDonald's defines its style of marketing / Silvia Lagnado, Colin Mitchell -- Ulta beauty gets a branding makeover / Mary Dillon, Dave Kimbell -- Transforming a historic brand for a hyper-connected world : the John Deere story / Denny Docherty, Mike Porter -- Rebranding an organization : the Novant Health story / Scott Davis, David Duvall -- Repositioning a country brand : changing the conversation about Mexico / Gloria Guevara -- Managing brand communications in a digital world / Cindy Halvorsen -- Customer experience : the new frontier of branding / Sergio Pereira -- Brand new : creating a brand from scratch / Paul Earle.