Chapter
Chapter One Virgin Galactic
Sir Richard Branson – the visionary
Will Whitehorn – the president
Stephen Attenborough – the commercial director
Trevor Beattie – the passenger
Tim Sefton – the strategy guy
Gav Thompson – the brand guy
Azran Osman-Rani – the CEO
Moses Devanayagam – director of operations
Datin Shelina Razaly Wahi – director of legal and people
Chapter Four Chilli Beans
Mario Ponci Neto (Marinho) – the expansion and new business director
Vanessa Rincon – director of products and supplies
Chapter Five Six Senses Resorts and Spas
Sonu Shivdasani – the visionary
Bernhard Bohnenberger – the managing director
Anand Rao – the chief talent officer
Rochelle Kilgariff – the general manager
Christopher Bailey – the customer
Angela Ahrendts – chief executive officer
Christopher Bailey – chief creative officer
Sarah Manley – chief marketing officer
Reg Sindall – executive vice president, corporate resources
Gwyn Jones – global chief operating officer
Charles Wigley – chairman of BBH Asia
David Gates – global category director for whisky for Diageo and BBH client
Chapter Eight The Geek Squad
Robert Stephens – founder and chief inspector
Jeff Severts – the promise maker
Lee Williams – the Double Agent
Casper Thykier – the customer
Tony Hsieh – delivering happiness
Wendy Fitch – the happy customer
Alexa Farnes – the happy employee
Rob Siefker – the happy manager
Ray Davis – the game changer
Lani Hayward – the creative strategist
Barbara Baker – the culture enhancer
JoEllen Nieman – the customer champion
Chapter Eleven TNT Express
Marie-Christine Lombard – group managing director
Michael Drake – the strategist; regional managing director North Asia
Iman Stratenus – the visionary; managing director China
Alex Xiang – the champion
Chris Goossens – the advisor; global customer experience director
Sir Anthony Bamford – chairman
John Kavanagh – director of communications
Matt McClurg – global marketing director
Kevin Balls of J C Balls & Sons – the lifelong customer
Chapter Thirteen innocent
Richard Reed – chief squeezer
Dan Germain – guardian angel
Steve Spall – paranormal greengrocer
Jessica Sansom – head tree hugger
Joe McEwan – juice figalow
Karen Callaghan – chief grower
Jim Leap – director general
Natasha Quist – regional director, WWF Central Africa Regional Programme
Lasse Gustavsson – executive director, conservation, WWF International
Danielle Chidlow – director of brand strategy at WWF International
Eric Bohm – CEO, WWF Hong Kong
David Nussbaum – CEO, WWF UK
Chapter Fifteen How to be bold: practices, principles and people
The bold practices: the what
The bold principles: the why
Chapter Sixteen Bold practice survey
Bold action – how do you build a bold brand?
Bold – the keynote presentation
Bold – the Brand Experience Masters programme
Bold
：How to be Brave in Business and Win
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