Introduction: Cultivate the Apostles to Become a Beloved, Iconic Brand
Chapter one: Don’t Ask Your Customers What They Want (Because They Don’t Know Until You Show Them)
Chapter two: Woo Your Biggest Fans (Because They’re Absolutely Worth It)
Chapter three: Always Welcome Your Customers’ Scorn (Because You’ll Come Back Stronger)
Chapter four: Looks Do Count Really Do Judge a Book by Its Cover)
Chapter five: Transform Your Employees into Passionate Disciples (Because Love Is Truly Infectious)
Chapter six: Better Ramp Up Your Virtual Relationships (Because That’s What Your Customers Are Doing)
Chapter seven: Take Giant Leaps (Because You’re Not Going to Win with Timid Steps)
Chapter eight: Find Out What Schismogenesis Means (Because It Will Save Your Relationships)
Epilogue: Tools, Techniques, Challenges, and Words of Advice
Final Words of Advice: So What Does It Take to Build a Great Brand?