PART I: THE SHIFT
CHAPTER 1: WHAT IS A BRAND?
Any productive discussion about brand should begin with a clear understanding of what we mean by the term, “brand.” Chapter 1 explores the definition of brand and proposes a Brand Language Ecosystem to make the term, “brand," meaningful once again.
CHAPTER 2: THE MYTH OF THE BRAND GENIUS
The world has changed in dynamic ways all around us, yet brand development has remained relatively static. Chapter 2 is an honest look at the status of branding today and challenges you to reject the cultural myth of branding genius and make room for new thinking once again.
CHAPTER 3: BRAND, MEET LEAN
The purpose of Lean Brand development is to discover the emotional-value being created and for whom that value is being created. Chapter 3 shows you why Lean Brand development favors innovation, through experimentation, managed by validated learning.
CHAPTER 4: THE LEAN BRAND FRAMEWORK
To change our branding approach we need a framework for developing validated and valuable brands. Chapter 4 lays out the Lean Brand Framework and challenges you to cross the development gaps necessary to form a lean brand.
PART II: BUILD: MINIMUM VIABLE BRAND
CHAPTER 5: STORY
Who are you? What do you stand for? What is your WHY? This is your unique rallying point defining what you’re fighting against and what you’re fighting for. Chapter 5 explores how to form relationships in the synchronicity between who you are and who your audience wants to become.
CHAPTER 6: ARTIFACT(S)
Artifacts are expressions of your story. Whether it’s a pink moustache on a car or a hackathon on Google’s campus, the goal is to find artifacts that tell your story and engage people with who you are. Chapter 6 teaches you how to develop artifacts that create value for your audience.
CHAPTER 7: INVITATION
Stop selling and start inspiring. How to decipher the medium, build a message, and deliver it to your audience in a compelling way. Chapter 7 shows you how to create invitations that are active calls for people to join your story.
PART III: MEASURE
CHAPTER 8: THE EMOTIONAL-VALUE STREAM
Generally, products create functional-value through the tasks they accomplish. Brands, however, create emotional-value through the human connections they facilitate. Chapter 8 focuses on discovering your value stream and measuring the emotional-value you are creating.
CHAPTER 9: WADING IN: TESTING EMOTIONAL-VALUE
To validate what’s working and what isn't, you must experiment and test. Chapter 9 provides viability experiments for you to start testing your brand development efforts outside of your building.
PART IV: LEARN: CONTINUOUS ITERATION
CHAPTER 10: START LEAN, GROW LEAN
Brand growth centers around growing your audience, growing your reach, and transitioning your minimum viable brand into a platform to grow from. Chapter 10 shows you how to grow your brand development in a sustainable way.
CHAPTER 11: THE CONTINUOUS BRAND
There is no doubt lean thinking is impacting the enterprise. Chapter 11 is about applying Lean Brand principles to existing brands using parallel innovation techniques between product development and brand development.
CHAPTER 12: THEORY & TOOLS, TOOLS & THEORY
Both theory and tools are necessary in this new world of value-creation. Chapter 12 introduces the Lean Brand Stack – a set of tools to help you apply the principles throughout the book and invites you to be a part of The Lean Brand movement.
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