The Enchanted Brand:

Win Loyalty and Inspire Action in Today’s Upside Down World

Who do you need to influence?

Every organization has a complex human side, and that side is volatile and risky in today’ complex, disruptive, ambiguous world where emotions are driving everything.  We need to attract and retain talent that is restless. Inspire performance among a skeptical workforce. Build loyal with customers that are fickle. Acquire investors willing to ride the ups and downs. Keep a public profile that can warrant unexpected twists and turns. Are things out of control? Or, are new dynamics in place that require a new perspective on engaging people?

The Enchanted Brand introduces a revolutionary approach to leading people through daunting change where almost everything is uncertain. Rather than prescribe solutions, we need to open imaginations and inspire people to think beyond what is before them to find their own answers. By combining branding with the power of enchantment, you can overcome the barriers of fear and distrust that put your organization at risk, and achieve the loyalty needed to persevere in the epic era. By igniting the imagination, you’ll empower people  to actually sell themselves on the choices they make which gives them greater agency in the world on your behalf.


“Jane Cavalier masterfully brings to light an advanced and unique brand paradigm. She cleverly illustrates new ways of thinking, innovating, and adapting to an ever-changing landscape.”

Debbie Rose Woloshin, Chief Marketing Officer, LVMH/Marc Jacobs 

The Enchanted Brand is a mind-expanding look at the role brands can play in our new world. It provides a powerful reflection on challenges facing humanity right now, and a toolkit for building brands that empower the human side of business for a better world.”

Jonah Berger, marketing professor at the Wharton School at the University of Pennsylvania, bestselling author of Contagious, Invisible Influence, and The Catalyst

“Reading this book forever changed my view of brand and its unleashed purpose and power in today and tomorrow’s world. Truly inspiring and thought provoking.”

Robert Riney, president, Healthcare Operations and chief operating officer, Henry Ford Health System

“Jane Cavalier Lucas has written a must-read work for anyone in branding and business, with significant relevance beyond. She masterfully describes the need for shifting from dated traditional branding to ‘enchanted branding,’ which engages the human imagination like never before. Her powerful rationale and actionable steps are a game-changer.”

Stephen T. Limberg, PricewaterhouseCoopers Centennial Professor, McCombs School of Business, The University of Texas at Austin

“How can companies and their brands navigate our world of incessant, frenzied, tectonic shifts? The Enchanted Brand answers with a wild ride of inspirational insights and clever strategy, drawn from areas as diverse as military tactics, psychology, consumerism, and, of course, marketing. A transcendent read full of practical advice and perspective.”

Preston McAfee, Google Distinguished Scientist

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