Download the Free PDF Reader from Adobe

Volume 1

• BrandXfiles 1.1 - The Color of Brand
  
• BrandXfiles 1.2 - "Once Upon a Time..."
  
• BrandXfiles 1.3 - Brand Personality Extended in Voice and Tone
  
• BrandXfiles 1.4 - Branding Doesn’t Mean Spending…or Does It?
  
• BrandXfiles 1.5 - Branding a Commodity:
  The Customer Service Experience
  
• BrandXfiles 1.6 - Beware the BrandXtension
• BrandXfiles 1.7 - Creating a Themeline That Works: A Case Study
  
• BrandXfiles 1.8 - A Name by Any Other Name...
• BrandXfiles 1.9 - The Name as Positioning Tool
• BrandXfiles 1.10 - Getting to Your Essence – Your "One Thing"
• BrandXfiles 1.11 - "Bramblings"
• BrandXfiles 1.12 - A Cause for a Cause

Volume 2

• BrandXfiles 2.1 - Shadowcasting: How to Grow Your Marketplace Reputation
• BrandXfiles 2.2 - Your Logo—The Front Door to Your Brand
• BrandXfiles 2.3 - Expressing Brand Essence Through Initials
• BrandXfiles 2.4 - The Orange on the Bed
• BrandXfiles 2.5 - The Brain is a Rolodex^®
• BrandXfiles 2.6 - Who is Your Core Market?
• BrandXfiles 2.7 - Five Ways to Fail at Attracting and Retaining Customers
• BrandXfiles 2.8 - Tag, You're It: Benefiting From a Memorable Tagline
• BrandXfiles 2.9 - Brand Sensations
• BrandXfiles 2.10 - How's Your Organization's Self-Esteem?
• BrandXfiles 2.11 - Keeping Your Organization Relevant
• BrandXfiles 2.12 - Aligning Messaging with Brand Essence

Volume 3

• BrandXfiles 3.1 - Do the “noun test”

Download the Free PDF Reader from Adobe

Volume 1

• BrandXfiles 1.1 - The Color of Brand
  
• BrandXfiles 1.2 - "Once Upon a Time..."
  
• BrandXfiles 1.3 - Brand Personality Extended in Voice and Tone
  
• BrandXfiles 1.4 - Branding Doesn’t Mean Spending…or Does It?
  
• BrandXfiles 1.5 - Branding a Commodity:
  The Customer Service Experience
  
• BrandXfiles 1.6 - Beware the BrandXtension
• BrandXfiles 1.7 - Creating a Themeline That Works: A Case Study
  
• BrandXfiles 1.8 - A Name by Any Other Name...
• BrandXfiles 1.9 - The Name as Positioning Tool
• BrandXfiles 1.10 - Getting to Your Essence – Your "One Thing"
• BrandXfiles 1.11 - "Bramblings"
• BrandXfiles 1.12 - A Cause for a Cause

Volume 2

• BrandXfiles 2.1 - Shadowcasting: How to Grow Your Marketplace Reputation
• BrandXfiles 2.2 - Your Logo—The Front Door to Your Brand
• BrandXfiles 2.3 - Expressing Brand Essence Through Initials
• BrandXfiles 2.4 - The Orange on the Bed
• BrandXfiles 2.5 - The Brain is a Rolodex^®
• BrandXfiles 2.6 - Who is Your Core Market?
• BrandXfiles 2.7 - Five Ways to Fail at Attracting and Retaining Customers
• BrandXfiles 2.8 - Tag, You're It: Benefiting From a Memorable Tagline
• BrandXfiles 2.9 - Brand Sensations
• BrandXfiles 2.10 - How's Your Organization's Self-Esteem?
• BrandXfiles 2.11 - Keeping Your Organization Relevant
• BrandXfiles 2.12 - Aligning Messaging with Brand Essence

Volume 3

• BrandXfiles 3.1 - Do the “noun test”