Universal principles of branding : 100 key concepts for defining, building, and delivering brands / Mark Kingsley.

Includes bibliographical references and index.

Abstraction -- Anthropology / Ethnography -- Association -- Authenticity -- Bandits and robots -- Beauty, not beautification -- The Big Five -- Black box or scientific method -- Blurring Body of work -- Brand architecture -- Brands are a technology -- Branded Unconscious -- Campaigns -- Case studies -- Celebrities -- Character -- Comfort -- Commit to the bit -- Conflict -- Context -- Crafty creativity -- Customer journey -- Delivery -- Difference and Differance -- Digital to social strategist -- Disaggregated data -- Do no harm -- Dont fear the audit -- Ecosystem -- Engagement -- Environment/Anti-environment -- Erotics of brands -- Everybody lives in a body -- Everyone works in branding -- Flexing -- Frameworks -- Framing -- Gathering (and dividing) -- Generosity (and humility) -- Go outside your lane -- Haptics -- Hearing voices -- History and genealogy -- Heterogeneity -- How you say it -- Identity -- Influencers are a racket -- Intimacy -- Jargon (and fear) -- Jungian-ish archetypes -- Kill the Human -- Let's put on a show -- Magic and superstition -- Management -- The Master Narrative Problem -- Mystery is sexy -- Naming is knowing -- No such place as away -- Nostalgia -- Observation -- One ______ fallacy -- Out of Home, but in the Mind -- Parody is a sign of success -- Party people -- Permission -- Playtime -- Politics -- Professionalism second -- Relationships -- Render unto Caesar -- Repair and age -- Repetition and syncopation -- Retinal / non-retinal -- Rituals and routine -- Scoping -- Semantic infiltration -- Signals -- Skepticism -- Social Responsibility -- Standards -- Strategy -- Tag, youre it -- Take me home -- Talk to the gatekeepers -- Taste the rainbow -- Tension -- Thinking over wisdom -- Time -- Touchpoints -- Values -- Valuation -- Viruses and variants -- War Language -- Weakest link -- What if your logo was a drum pattern? -- What is the product? -- World-building -- You are not a brand -- Zany, cute and informative.

"Universal Principles of Branding is a concise, visual introduction to 100 of the most fundamental elements of branding." -- Provided by publisher