CHAPTER 1
HOW WE APPRECIATE HERE AND THERE 9
Communities with imagination are beacons of hope in a ruthless, competitive and globalised world in which identities seem lost. 10
1.1 Why we got lost 12
1.2 How we can regain control 14
1.3 What imaginative communities? 16
CHAPTER 2
WHO WE ARE: IMAGINED COMMUNITIES 21
Admiration is attained by those communities that have a strong sense of belonging, morality and achievement. 22
2.1 Our pride 24
2.2 Our shared identity 28
2.3 Our shared values 37
CHAPTER 3
HOW WE FIGHT BOREDOM: COMMUNITY IMAGINATION 43
Imagination is its own form of courage and communities need lots of it in order to stand out. 44
3.1 How we use our imagination 46
3.2 How we use real and virtual 50
3.3 How we match values 53
CHAPTER 4
HOW WE BECOME ADMIRED: IMAGINATIVE COMMUNITIES 57
Admired communities create amazing imaginative stuff that is uniquely befitting, built on collaboration and engagement. 58
4.1 How we construct 60
4.2 How we communicate 63
4.3 How we collaborate 66
CHAPTER 5
WHAT THEY THINK: IMAGINARY COMMUNITIES 69
Admiration is only attained by those communities that are able to break down barriers of awareness, stereotypes and clichés. 70
5.1 How they imagine 72
5.2 How they learn and perceive 75
5.3 How we assess our reputation 79
CHAPTER 6
WHAT THEY CONVEY: IMAGED COMMUNITIES 87
Admiration is attained by those communities that set the news and broadcasting agenda and create content that audiences share in social media. 88
6.1 What they absorb 90
6.2 What they share 92
6.3 How we assess our exposure 95
CHAPTER 7
WHAT THEY EXPERIENCE: COMMUNITY IMAGINEERING 105
Communities can engineer imaginative experiences to appeal to audiences’ dreams; the stuff that people talk about. 106
7.1 How they experience 108
7.2 How they enjoy (flow) 110
7.3 How we enchant 113
CHAPTER 8
HOW WE RISE: ENLIGHTENED COMMUNITIES 117
Admired communities operate in the landscape of culture and social engagement, not just economics and power. 118
8.1 How we de-market 120
8.2 How we de-brand 123
8.3 What we are accountable for 126