Introduction. <p><b>DAY 1</b> What your brand is and what your brand isn't.</p> <p><b>DAY 2</b> Your brand benchmark test.</p> <p><b>DAY 3</b> Finding your authentic purpose.</p> <p><b>DAY 4</b> Ambition and desire: what do you actually want from this?</p> <p><b>DAY 5</b> From personal ambitions to rational intent: brand strategy</p> <p>REAL BRAND STORY: bpha.</p> <p><b>DAY 6</b> Talent: recognizing it and developing it.</p> <p><b>DAY 7</b> Establishing your brand values.</p> <p>REAL BRAND STORY: Adnams.</p> <p><b>DAY 8</b> Putting your brand in context: finding out what's out there.</p> <p><b>DAY 9 and 10</b> Use your imagination.</p> <p>REAL BRAND STORY: BeWILDerwood.</p> <p><b>DAY 11</b> Who don't you want to sell to?</p> <p><b>DAY 12</b> Exploring your brand through the six-legged spider.</p> <p><b>DAY 13</b> Refining your unique brand essence.</p> <p><b>DAY 14</b> Understanding brand 'positioning'.</p> <p>REAL BRAND STORY: Bray's Cottage Pork Pies.</p> <p><b>DAY 15</b> Creating the narrative.</p> <p>THE EXPERT VIEW: Tracy Kenny, Aviva.</p> <p><b>DAY 16</b> Your brand name: how to get it right and how to avoid pitfalls.</p> <p>REAL BRAND STORY: Voluntary Norfolk.</p> <p><b>DAY 17</b> Creating the internal brand positioning statement.</p> <p><b>DAY 18</b> Shaping the external brand positioning line.</p> <p>REAL BRAND STORY: Anthony Nolan.</p> <p><b>DAY 19</b> Nurturing your greatest resource: you.</p> <p><b>DAY 20</b> Do-it-yourself media relations.</p> <p>THE EXPERT VIEW: Gordon Maw, MAW Communications.</p> <p>REAL BRAND STORY: Jess Morgan.</p> <p><b>DAY 21</b> How not to waste your advertising budget.</p> <p>THE EXPERT VIEW: Chris Murphy, Chairman, balloon dog.</p> <p><b>DAY 22</b> Making your brand come alive online.</p> <p>THE EXPERT VIEW: Mark Cook, Marketing Director, Further Search Marketing.</p> <p>THE EXPERT VIEW: Stephanie Diamond, President, Digital Media Works, Inc.</p> <p>THE EXPERT VIEW: Fiona Ryder, Chief Executive Offi cer, StreamExchange.</p> <p><b>DAY 23</b> A brilliant brand at every touch-point.</p> <p>REAL BRAND STORY: Mr. Site.</p> <p><b>DAY 24</b> Design matters.</p> <p>THE EXPERT VIEW: Scott Poulson, founder of Special Design Studio.</p> <p><b>DAY 25</b> Your personal brand behaviour.</p> <p><b>DAY 26</b> How to get your staff to live your brand.</p> <p>THE EXPERT VIEW: Caroline Rust, owner of WorkShopsWork.</p> <p><b>DAY 27</b> Why cheaper isn't always better.</p> <p><b>DAY 28</b> What to do when your brand gets things wrong.</p> <p><b>DAY 29</b> Brand extension: opportunities and dangers.</p> <p>REAL BRAND STORY: What makes Pret special?</p> <p><b>DAY 30</b> Next steps.</p> <p>MY REAL BRAND STORY: Hemsby & Newport.</p> <p>References and further reading.</p> <p>Real Brand Story and Expert View Contributors.</p> <p>Brand Strategy Guru Speaking and Consultancy.</p>