PART ONE: INTRODUCTION.

1 Tulipmania and Infl ated Brands.

2 Can You Say “Irresistible”?

3 Wall Street, Meet Main Street.

4 The Postmodern Craving for Creativity.

5 Welcome to ConsumerLand.

PART TWO: APPLICATION.

6 Stage One—Exploration: Performing an Energy Audit.

Case study: LEGO—Play Well.

7 Stage Two—Distillation: Identifying the Energy Core.

Case study: Virgin Atlantic—Brilliant Basics, Magic Touches.

8 Stage Three—Ignition: Creating an Energized Value Chain.

Case study: Xerox—The Energy Inside.

9 Stage Four—Fusion: Becoming an Energy-Driven Enterprise.

Case study: Mumbai Tiffi n Box Suppliers—Human Energy.

10 Stage Five—Renewal: Active Listening and Constant Refreshing of Brand Meaning.

Case study: UNIQLO—Seeing Farther.

Epilogue: A Brand May Be Famous, But Is It Creating Return for Shareholders?

Notes.

Acknowledgments.

The Authors.

Index.