Includes bibliographical references (p. [201]-206) and index.

Redefining creativity in today's marketing environment -- Outpacing the commoditization of your brand: how the right emotional connection freed Citibank from the commodity trap -- Fighting for your brand's voice: how United Airlines stayed connected with its core customers through multiple crises -- Establishing and leveraging a category advantage: how a catchphrase captured the category for Holiday Inn Express -- Overcoming a serious branding problem: how Skoda UK rescued its brand from public ridicule Reviving a mature consumer brand: how a relic from the corporate attic revived Lee Jeans -- Reenergizing a mature business brand: how EDS emerged from B2B brand obscurity -- Choosing the best media for the message: How BMW reached drivers on their own turf-the Internet -- Marketing a network of businesses under one brand: how the Islands of Bahamas reorganized as a brandable destination -- Rethinking customer engagement: why share of market no longer depends on share of voice -- Lessons learned: how to juice your environment for creativity.

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