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Contents
- Rutgers University Press
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CONTENTS Acknowledgments — xiii Introduction — 1 Tiger Woods /No One Walks on Water — 10 Buddy “The Cake Boss” Valastro /Baking Cakes and Living Dreams — 17 JH Cohn /Branding for Accountants? Why Not! — 22 Toyota /Putting the Brakes on Its Brand — 27 Michael Port /Living by the “Golden Rule” — 33 BlackBerry /The Brand You “Can’t Live Without” — 39 Barack Obama /A Brand in Transition — 43 Coke /It’s the Real Thing — 51 Thirteen/WNET.org /Beyond Sesame Street and Bill Moyers — 55 TD Bank /Beyond Colors, Letters, and Logos — 60 The Catholic Church /A Brand in Constant Crisis — 65 Toast /Knowing Where Your Bread Is Buttered — 70 The New York Yankees /A Lot More Than a Baseball Brand — 76 The Kennedys /The Rise and Fall of America’s “Royal Family” — 81 Hospital Brands /Hospital Branding in Challenging and Uncertain Times — 88 Starbucks /“Your Usual, Steve?” — 100 Blackwater /Changing Your Name Doesn’t Fix Your Reputation — 105 Campbell Soup /Engage Your Employees . . . Awaken Your Brand — 109 xi Adubato_(Brand)_final 4/11/11 11:28 AM Page xi Nick Matarazzo /Staying in the Game — 116 Martha Stewart /Boy, . . . Was I Wrong — 121 Bobbi Brown /Keeping It Real — 125 Oprah /The “Babe Ruth” of Modern-Day Branding — 130 BP Oil /Total Brand Destruction — 137 TODAY /It’s About Yesterday, Today, and Tomorrow — 142 Howard Stern /“The King of Media” — 148 E*TRADE /When Your Brand Is a “Baby” — 154 Gibbons /One Name Can Communicate So Much — 158 Governor Chris Christie /When Being “Blunt” Is Your Brand — 165 Lebron James /When Your “Decision” Hurts Your Brand — 170 Newsweek /Times They Are a-Changing — 176 Daniela Costanzo /Spinning Her Magic — 180 Sarah Palin /So You Want to Be Taken Seriously? — 185 Rutgers University /The Block R Success Story — 192 TJ Nelligan /Doing Well by Doing Good — 198 Eliot Spitzer /Go Figure — 205 Wells Fargo/Wachovia /Two Banks into One . . . the Bottom Line — 210 Make-A-Wish Foundation /Granting Lasting Wishes — 215 Fox News /Love ’em, Hate ’em, Trust ’em . . . Watch ’em — 222 Notes — 229 About the Author — 235 xii CONTENTS Adubato_(Brand)_final 4/11/11 11:28 AM Page xii ...