Table of Contents -- Acknowledgements -- Part One: Preheat Your Mind -- The Seeds of a New Design -- What's Standing in the Way? -- Rethink. Restructure. Recommit. -- A Brief History of Branding -- Welcome to Branding 2001. You're Late. -- Say Goodbye to the Eighties -- Bake in the Marketing from the Start -- We Interrupt this Book for a Message About the Economy -- The Single Most Powerful Marketing Tool -- Weaponized Creativity -- Part Two: 28 Rules for Baking In -- Culture Trumps Influencers -- Broaden Your Definition of Design -- Recognize the Artificiality of the Corporation -- Get Out of Whatever Business You Think You're In -- Understand Both Sides of Your Truth -- Get Your Hive On -- Knock Down the Walls -- Become a Silo Jumper -- Tap the Untapped -- Sacrifice and Simplify -- Don't Put the Word Innovation on Business Cards -- Mine Your History -- Feeling Conflicted? Good. -- The All-Mighty Co-Creator -- Feel it in Your Bones -- Steal to Innovate -- Take a Fearless Approach -- Be a Heretic -- Think Big. Then Realize That's Not Big Enough. -- Think Small. Then Realize That's Not Small Enough. -- Stories Worth Spreading -- Differences Have to Look Different -- A Rose by Any Other Name Would Not Sell as Sweetly -- The Power of Perfectly Wrong -- Making Your Product Talk -- The Power of an Absolute -- Make What's Inside Visible on the Outside -- Design to Your Weakness, or Hug the Big Hairy Monster -- Part Three: The Way Forward -- About the Authors.