Foreword - Guy Kawasaki
Note to Readers
Introduction

PART I

Chapter 1: Sign Here to Read This
How Organizations Lose Their Personality

Chapter 2 The Accidental Spokesperson
How Unlikely Voices Are Shaping Your Brand

Chapter 3 A Signature Is Not Enough
How to Define Your Organization’s Personality

Chapter 4 Lessons from the Storytellers
Crafting a Backstory People Care About

Chapter 5 Conquering the Fear Factor
Getting Your Organization to Embrace Personality

Chapter 6 Add Personality and Stir
Finding and Using Personality Moments

INTERMISSION

PART II

Introduction: The Butler Was a Marketer
Putting Personality into Action

Techniques: New Styles of Marketing
Overview of Techniques
Curiosity Marketing
Karmic Marketing
Participation Marketing
Un-Whatever Marketing
Sensory Marketing
Anti-Marketer Marketing
Fallibility Marketing
Insider Marketing
Useful Marketing
Incidental Marketing

Guides & Tools: Taking Theory Further
Master List of Guides and Tools by Chapter
Chapter 1 Guides & Tools
Chapter 2 Guides & Tools
Chapter 3 Guides & Tools
Chapter 4 Guides & Tools
Chapter 5 Guides & Tools
Chapter 6 Guides & Tools

Bibliography Not Included
A Note on Research … Or How to Claim a Vacuum Cleaner on Your Tax Return
Index
Acknowledgments
Meet the Author