Table of contents for

Brand Babble: Sense and Nonsense About Branding

by Don Schultz and Heidi Schultz

Preface: Some Rules for Business Books		4
1	What Is a Brand?	9
2	Who Owns the Brand?	20
3	Separating Hula Hoops from Viable Brands	30
4	Dogs, Pigeons, Focus Groups, and Other Exotic Brand Research Techniques	41
5	Mental Models, S-Curves, and Multi-Tasking	53
6	Reification, Abstractionism, Tribal Dances, and Other Mumbo-jumbo about Brands and Branding	63
7	Avoiding the Mental Model Minefields	71
8	Magic Words, Mystic Signs, and Other Incomprehensible Incantations	80
9	Going Global	89
10	Birth Pains and Stretch Marks	98
11	Media Planning and Buying-An Arcane Science?	106
12	Why Branding Doesn't Take a Ton of Media Spending	118
13	Brand Tracking in the Himalayas: Nice to Know, But Not Very Useful as a Brand Measure	128
14	Searching for Brand Equity in All the Right Places	138
15	Future Babble	148
Index		154