Table of Contents

Preface 7
Introduction 11
The 12.5 Principles of a Sticky Brand 20

Part 1: Position to Win 25
Principle 1: Simple Clarity 27
Principle 2: Tilt the Odds 40
Principle 3: Function That Resonates 52

Part 2: Authentic Differentiation 65
Principle 4: Engage the Eye 67
Principle 5: Total Customer Experience 82
Principle 6: "That’s Interesting. Tell Me More." 94

Part 3: Punch Outside Your Weight Class 107
Principle 7: First Call Advantage 109
Principle 8: Be Everywhere 121
Principle 9: Pick Your Priorities 136

Part 4: Over Commit, Over Deliver 149
Principle 10: Branding from the Inside Out 151
Principle 11: Proud to Serve 164
Principle 12: Big Goals and Bold Actions 176

Principle 12.5: Choose Your Brand 190

Featured Brands 196

Acknowledgements 205

Notes 207

Index 210

About the Author 214

About the Author

Jeremy Miller is a Brand Builder, Keynote Speaker, and president of Sticky Branding — a brand building agency. After rebranding his family's business, Jeremy embarked on a decade long study of how small- and mid-sized companies grow incredible brands. He knows what it takes to grow a Sticky Brand and how you can do it too. For more information visit StickyBranding.com.

Reviews

Every business has a brand — the only question is whether it’s an intentional one. Sticky Branding will show you how to create a brand that attracts loyal, life-long customers.
*John Jantsch*

This book is no academic tome written for big business. Jeremy Miller shows entrepreneurs how to succeed because he’s done it himself in his own company.
*David Meerman Scott*

It all begins with Miller’s unexpected discovery that everything starts with simple clarity. It’s a simple but extraordinary story.
*Financial Post*