Summary of Chapters of Decoding Communication

Decoding Communication

The book 'Decoding Communication' is expected to be launched in the first/second week of July 2012 and will be available in all major online stores and book stores across India. 

DECODING COMMUNICATION 

(summary of chapters)

SECTION 1 - COMMUNICATION FUNDAMENTALS

Chapter 1

A Brief History of Communication

Basic communication has evolved to give humans the advantage of language. Did sophisticated communication develop by accident? Why are we able to communicate better than other species? What are the key principles that underlie modern communication?

Chapter 2

Life's Script: Trust

Trust is indispensable and is the basis of all our relationships. What makes trust so important? How does it develop? What are the characteristics of trust? Can all human behavior be explained on the basis of trust?

Chapter 3

Understanding Brands

Brands are living ideas. They grow by transmission, from one person's mind to the next. What makes brands so interwoven with everything else in life? What is the true nature of a brand? How can we create and recognize great brands?

SECTION 2 - MODELS IN COMMUNICATION

Chapter 4

Brand Appeal Model

All brands have in-built appeal, a magnetic force that attracts others. What is Brand Appeal made up of? Can brands enhance their attractive force? What role does communication play in appeal?

Chapter 5

Perception Model

Perception creates many truths in communication. How does our thinking influence the truth? What is the language of thought? Can we impact the force of influence?

Chapter 6

Propaganda Model

Propaganda has the power to sway audiences. Is it right or wrong? Why it is necessary to understand propaganda? What are the methods of propaganda and why are they so effective?

Chapter 7

Trust Model

Trust is the degree of believability of anything. What are the benefits of measuring Trust? What is the Trust Paradox? What are the ingredients of Trust? How can a brand acquire Trust?

SECTION 3 - FUTURE OF COMMUNICATION

Chapter 8

Increasing Business Predictability

Organizations exist only to communicate their vision. How does such an approach help build flexibility in business? How does it create Organizational Resilience? What is the Organizational Maturity Model?

Chapter 9

Liberating Organizations

Public Relations liberates organizations and helps them reach greatness. What role do Popularity and Reputation play in making a company great? What are the traits that good public relations programs display?

Chapter 10

Sustainable communication

We are perpetually surrounded by high decibels of brand communication. Does it really work? How can an organization communicate better? What is sustainable communication?

Chapter 11

Leadership Strategy

The most difficult task in the communication age is leadership. What are the pillars of leadership in this era? What rules must leaders follow in such times? What is the 4 Cs of Leadership Strategy?