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02819aam a2200301 a 4500 001 E56B6F5A0F5711E1B7DD26B56AFF544E 003 SILO 005 20200118010508 008 101104s2011 nju b 000 0 eng 010 $a 2010045437 020 $a 0813550424 (hardcover : alk. paper) 020 $a 9780813550428 (hardcover : alk. paper) : 035 $a (OCoLC)678924128 040 $d SILO 050 00 $a HF5415.1255 $b .A38 2011 082 00 $a 658.8/27 $2 22 100 1 $a Adubato, Steve. 245 1 $a You are the brand / $c Steve Adubato. 260 $a New Brunswick, N.J. : $b Rutgers University Press, $c 2011. 300 $a xiv, 234 p. ; $c 23 cm. 504 $a Includes bibliographical references. 505 0 $a Tiger Woods : no one walks on water -- Buddy "the cake boss" Valastro : baking cakes and living dreams -- JH Cohn : branding for accountants? Why not! -- Toyota : putting the brakes on its brand -- Michael Port : living by the "golden rule" -- Blackberry : the brand you "can't live without" -- Barack Obama : a brand in transition -- Coke : it's the real thing -- Thirteen/WNET.org : beyond Sesame Street and Bill Moyers -- TD Bank : beyond colors, letters, and logos -- The Catholic Church : a brand in constant crisis -- Toast : knowing where your bread is buttered -- The New York Yankees : a lot more than a baseball brand -- The Kennedys : the rise and fall of America's "royal family" -- Hospital brands : hospitals branding in challenging and uncertain times -- Starbucks : "your usual, Steve?" -- Blackwater : changing your name doesn't fix your reputation -- Campbell soup : engage your employees -- awaken your brand -- Nick Matarazzo : staying in the game -- Martha Stewart : boy -- was I wrong -- Bobbi Brown : keeping it real -- Oprah : the "Babe Ruth" of modern-day branding -- BP Oil : total brand destruction -- TODAY : it's about yesterday, today, and tomorrow -- Howard Stern : "the king of media" -- E*TRADE : when your brand is a "baby" -- Gibbons : one name can communicate so much -- Governor Chris Christie : when being "blunt" is your brand -- Lebron James : when your "decision" hurts your brand -- Newsweek : Times they are a-changing -- Daniela Costanzo : spinning her magic -- Sarah Palin : so you want to be taken seriously? -- Rutgers University : the Block R success story -- TJ Nelligan : doing well by doing good -- Eliot Spitzer : go figure -- Wells Fargo/Wachovia : two banks into one -- the bottom line -- Make-a-Wish Foundation : granting lasting wishes -- Fox News: love 'em, hate 'em, trust 'em -- watch 'em. 650 0 $a Branding (Marketing) $v Case studies. 650 0 $a Branding (Marketing) 941 $a 1 952 $l GDPF771 $d 20170418084828.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=E56B6F5A0F5711E1B7DD26B56AFF544E 994 $a C0 $b IWRInitiate Another SILO Locator Search