. It discusses the tools at a copywriter's command--creating a distinctive brand voice, telling stories

, reinventing a tired brand, keeping a brand young and trendy, using shock tactics, and word-based advertising

advertising -- The double jeopardy theory -- Habitual purchasing -- Brand equity -- Brand liking -- Brand

your brand awareness for granted -- Fish where the fish are -- Celebrity endorsers, spokespeople, and

Advertising. 19. The Integrated Campaign -- App. The Hallmark Brand Insistence IMC Campaign.