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The Brand Gym David Taylor

The Brand Gym By David Taylor

The Brand Gym by David Taylor


£3.49
New RRP £26.99
Condition - Very Good
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Summary

This refreshingly simple, practical guide demonstrates howbrand management can boost business performance. It is the idealinspiration for creating growth in today's tough economic times.

The Brand Gym Summary

The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership by David Taylor

This refreshingly simple, practical guide demonstrates howbrand management can boost business performance. It is the idealinspiration for creating growth in today's tough economic times.Following the template of the highly successful original version,the book consists of a programme of 8 "workouts" that will helpmarketers raise their own game in key areas such as: insight,portfolio strategy, positioning and innovation. The tools andtechniques in the book have been road-tested on over 100 brandgymprojects out of the last 8 years, making this book extremelypractical. * Based on the inside stories of brand leaders who have achievedsuccess: Tesco, T-Mobile, Unilever and Proctor and Gamble. Thesecompanies share their tips, tricks and warn of the traps toavoid. * 50% of the content is new or updated with the latest thinkingon "recession proof branding", how to win when times are tough,communication briefing, growing the core business and new researchwith marketing directors on the key success factors of brandleaders. * The authors are most influential, appearing in The Guardian,Marketing, Brand Strategy, Market Leader and TheMarketer. The CIM have called David Taylor one of the"World's 50 most important marketing thinkers".

The Brand Gym Reviews

'...the book is well written, comprehensive, tackles the common pitfalls of brand management and inspires fresh perspectives.' (B2B-Marketing.com, June 2010). 'A refreshingly simple, practical guide to how brand management can boost business performance.' (Moving Money, September 2010).

About David Taylor

David Taylor and David Nichols are Managing Partnersof the brandgym, a network of senior brand coaches that help teamsto create a clear brand vision and the action plans to turnthis into growth. Clients include SAB Miller, Tesco, Unilever,Cadbury, Coca-Cola, T-Mobile, Kerry Foods and RSA Insurance. Taylor has been named one of the world s 50 leading marketingthinkers by the CIM. He is the author of three other brandgym bookspublished by John Wiley: Brand Stretch, Brand Visionand Where s the Sausage? He also writes brandgymblog.com, one of Europe s top 10 brandingblogs. David started his career in brand management with P&Gbefore doing an MBA at INSEAD. He then started and grew the Parisoffice of Added Value, where he met David Nichols. [email protected] David Nichols is a leading expert on innovation and theauthor of the brandgym book Return on Ideas a practicalguide to making innovation pay, in addition to Brands &Gaming published by Palgrave Macmillan. He started his careerat OC&C Strategy consultants, moving on to the marketingconsultancy Added Value where he was Managing Director of Australiaand then the UK. He has a first class degree in AerospaceEngineering from Bristol University and is an aerobatic pilot inhis spare time. [email protected]

Table of Contents

What's new in Brandgym 2? xiii Overview to The Brandgym Workouts xv Acknowledgments xvii Introduction: Being a leader 1 Being a leader is better Hollywood gum 3 Leader Brands need brand leaders 7 Brand-led business 8 Staying in shape 9 Inside Tesco 10 1. Workout One: Follow the money 17 Why branding still has a bad name 19 Follow the money 22 Business model vs. brand equity Axe shaving andSpecial K bars 26 Follow the money brief Cointreau 27 Key takeouts 29 3-part action plan 29 Handover 30 2. Workout Two: Use insight as fuel 33 Beyond findings to insights Mucinex 35 Don't understand the consumer. Be the consumer Nike 37 360degree insight 38 Competition Magnum 39 Culture: looking at the bigger picture Castrol41 Consumer: digging deeper to understand more HarleyDavidson 43 Company: look within 47 Key takeouts 49 3-part action plan 49 Handover 50 3. Workout Three: Focus, focus, focus 51 Focus is good 53 The Danone story 54 Different brand portfolio models Gillette 56 So, how many brands do you need? Santander 65 How many brands can you feed? 70 Setting the right strategy Cadbury Dairy Milk72 Key takeouts 75 3-part action plan 75 Handover 76 4. Workout Four: Build big brand ideas 77 The power of vision 79 Beyond box filling to big ideas 80 Insight fuel Pampers 84 What are you going to fight for? T-Mobile 88 Sausage and sizzle Richmond sausages 89 The story of your brand Pampers 96 Test drive the vision 100 Time to sign up 105 Make it real 108 Key takeouts 110 3-part action plan 110 Handover 111 5. Workout Five: Grow the core 113 The heart of a healthy brand 115 SnowWhite and the 17 Dwarves Frito Lay 118 Two ways to make a million (or five) Heinz soup122 Core growth requires more creativity, not less 124 Remember and refresh James Bond 125 Renovation waves 129 'SMS' (sell more stuff) The Geek Squad 132 Upgrade the core 135 The power of packaging innocent smoothies 136 Core range extension Ryvita 141 Re-inventing the core Warner Music 144 Key takeouts 146 3-part action plan 146 Handover 147 6. Workout Six: Stretch your brand muscles 149 Building business, building brands Gillette151 Why one in two innovations fail 158 Why funnels don't work 160 Rocketing a new innovation paradigm 164 Destination Powerade 166 Combustion 171 Nozzle 175 Expander Post-its 177 Key takeouts 182 3-part action plan 182 Handover 183 7. Workout Seven: Amplify your marketing plan 185 Brand chapters Jordans Big Buzz 187 Harnessing online media T-Mobile Dance 190 Product as hero Dove 194 Be brave, break codes Cats like Felix 197 Tighter briefs are better NSPCC 200 Key takeouts 205 3-part action plan 205 Handover 206 8. Workout Eight: Rally the troops 207 People power 209 Beyond brandwashing RSA Insurance 211 Step 1: Products people are proud of Apple iPhone216 Step 2: Hire the right people and treat them right Pret a Manager 217 Step 3: Lead by example innocent smoothies220 Step 4: Sell the cake not the recipe Hellmann's221 The five-month itch 223 Key takeouts 224 3-part action plan 224 Handover 225 References 227 Index 231

Additional information

GOR005011430
9780470686195
0470686197
The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership by David Taylor
Used - Very Good
Hardback
John Wiley & Sons Inc
2010-04-16
260
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - The Brand Gym