INDEX 253 Draftfcb, 149 "Droid does" campaign (Motorola), 179 Dumenico, Simon, 38 Duncan, Arne, 8 Dyson vacuum cleaners, 39, 113 early adopters, 134­135 Eating the Big Fish (Morgan), 112 Eclipse (film), 145 Edelman, Marion Wright, 8 Ed Hardy apparel, 126 educational messages, 153­155 Elementary and Secondary Education Act, 8 Eminem, 128 employees brand support from, 221­224 launching brands with, 232­238 recruiting, 226­227, 237 environmentalism. See green initiatives; sustainability equity flow, 74­76, 80, 83, 87, 94, 97 ESPN, 38 establishment brands, 104, 105­111, 117 Gap, 7, 9­10, 17, 168 gender, in brand voice, 157­158 General Electric (GE), 6, 107­108, 218 General Motors (GM), 73­74 Gerstner, Lou, 111 Gillette, 83, 84 Gilly, Mary C., 140, 142 Global Brand Simplicity Index, 203 Google as challenger brand, 113 as destination brand, 38 Droid subbrand of, 178 as establishment brand, 105, 106, 107, 110 portfolio of, 94 as service brand, 41­42 vs. Yahoo!, 170 grammar, 177 green initiatives. See also sustainability brand position and, 108 cost effectiveness of, 53 values vs. functionality of, 40­41 growth, brand alignment and, 212­215