254 INDEX Interview with the Vampire (film), 146, 150 Intuit, 206 investors, and brand alignment, 223­224, 233 iOS operating system, 18, 45 iPad, 45, 89, 111, 172 iPhone, 6, 12, 18, 45, 89, 111 iPod, 88, 194 iTunes, 88 J.Crew, 125 Jersey Shore (TV show), 114 JetBlue, 113, 189 Jobs, Steve, 66, 194 Johnson, Olivia, 63 Johnson Wax, 77 Kahneman, Daniel, 201 Kelly, Gary, 230 Kennedy, Edward, 8 Kindle Fire, 42 King Ranch brand, 181 Kin mobile phone, 110 KitchenAid mixers, 131 Linksys, 71­72, 86, 88 logos vs. brand substance, 2, 3, 5­6, 13, 180 consistency of, 183­184 designing, 179­181 familiarity of, 200 Gap's change of, 9­10 memory and, 29 significance of, 186 symbolism of, 181­183 in visual system, 184­185 Long, Justin, 139 Louis Vuitton handbags, 135 Lucas, George, 178 Luntz, Frank, 15­16 luxury spending, 129­130 Lycra, 42 MacBook, 18 managers in brand alignment process, 219­221 growth as motivation of, 213­214 as stakeholders, 212