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Sticky Branding

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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


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

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