CHAPTER LIST

THE THEORIES OF SOCIAL BRANDING®

Chapter 1 Prepare Yourself
Challenge the Foundation of Prevention
• The Social Branding® Concept
• The Feeling
• The Identity of Messages

Chapter 2 Who They Are
The Identity of Tweens, Teens, and Young Adults
• Role Identity
• Role State Goal
• Role Image
• Significant Others
• Behavior and Attitude
• dentity and Social Branding®

Chapter 3 Social Branding®
Desire Driven Behavior Change
• Commercial Branding
• Manufactured Desire
• Utility and Identity
• Brands as Significant Others
• Experiences
• Social Branding®
• Social Branding® is Not Easy

Chapter 4 The Science of Cool
The Human-Like Brand as a Significant Other
• The Brand as Human
• The Human-Like Relationship
• The Agent of Influence
• The Characteristics of the Agent of Influence
• The Cool Brand Ambassador
• A Cool Brand, Naturally

Chapter 5 Advertising vs. Branding
When the Most Expensive Option is Not Always the Right Option
• The Promise
• The Secondary Experience of Advertising
• The Direct Experience
• The Social Marketing Half-Truth
• The Branding Difference

THE APPLICATION OF SOCIAL BRANDING®

Chapter 6 Introduction to Application
How and When to Utilize Social Branding®
• Applying the Strategy
• Keep Your Promise

Chapter 7 Brand Development
Researching and Developing a Social Brand
• When To Use Social Branding®
• The Qualitative Strategy
• Defining Your Population
• Identity Research
• Brand Development
• Evaluation

Chapter 8 Influencer Marketing
The Secondary Experiences of Social Branding®
• Traditional Secondary Experiences
• Alternative Medias
• Brand Ambassadors
• Recruiting and Training Brand Ambassadors
• The Tools of Secondary Experiences
• Brand Ambassador Strategy 1: Cool-Tagging
• Brand Ambassador Strategy 2: Event Promotions
• Secondary Experiences ≠ Secondary Priorities

Chapter 9 Virtual Influence
The Use of Online Communities
• The Power of Virtual Influence
• Secondary Experiences Online
• How MySpace Works
• <how_to_be_cool.>
• Direct Experiences Online

Chapter 10 Experiential Marketing
The Direct Experiences of Social Branding®
• The Direct Experience
• The Commercial Practice of Experiential Marketing
• Building an Experiential Marketing Strategy
• Experiential Mapping and Planning a Controlled Direct Experience
• Experiential Sample 1: The Branded Party
• Experiential Sample 2: The Branded Competitions
• I Am—This Type—So I Do

Chapter 11 Short and Sweet Lessons
Comments and Responses From the Real World

Chapter 12 The Future of Social Branding®
Discussing a Promising Future
• Actively Sustainable
• More Evidence
• Purely Possible

References

Glossary