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

"This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today's tough economic times. Following the template of the original version, the book consists of a programme of eight "Workouts" that will help marketers raise their own game in key areas such as insight, portfolio strategy, positioning and innovation"-- Abstract: 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. � Read more... Content: < p> What's new in Brandgym 2? xiii < p> Overview to The Brandgym Workouts xv < p> Acknowledgments xvii < p> Introduction: Being a leader 1 < p> Being a leader is better Hollywood gum 3 < p> Leader Brands need brand leaders 7 < p> Brand-led business 8 < p> Staying in shape 9 < p> Inside Tesco 10 < p> 1. Workout One: Follow the money 17 < p> Why branding still has a bad name 19 < p> Follow the money 22 < p> Business model vs. brand equity Axe shaving andSpecial K bars 26 < p> Follow the money brief Cointreau 27 < p> Key takeouts 29 < p> 3-part action plan 29 < p> Handover 30 < p> 2. Workout Two: Use insight as fuel 33 < p> Beyond findings to insights Mucinex 35 < p> Don't understand the consumer. Be the consumer Nike 37 < p> 360degree insight 38 < p> Competition Magnum 39 < p> Culture: looking at the bigger picture Castrol41 < p> Consumer: digging deeper to understand more HarleyDavidson 43 < p> Company: look within 47 < p> Key takeouts 49 < p> 3-part action plan 49 < p> Handover 50 < p> 3. Workout Three: Focus, focus, focus 51 < p> Focus is good 53 < p> The Danone story 54 < p> Different brand portfolio models Gillette 56 < p> So, how many brands do you need? Santander 65 < p> How many brands can you feed? 70 < p> Setting the right strategy Cadbury Dairy Milk72 < p> Key takeouts 75 < p> 3-part action plan 75 < p> Handover 76 < p> 4. Workout Four: Build big brand ideas 77 < p> The power of vision 79 < p> Beyond box filling to big ideas 80 < p> Insight fuel Pampers 84 < p> What are you going to fight for? T-Mobile 88 < p> Sausage and sizzle Richmond sausages 89 < p> The story of your brand Pampers 96 < p> Test drive the vision 100 < p> Time to sign up 105 < p> Make it real 108 < p> Key takeouts 110 < p> 3-part action plan 110 < p> Handover 111 < p> 5. Workout Five: Grow the core 113 < p> The heart of a healthy brand 115 < p> SnowWhite and the 17 Dwarves Frito Lay 118 < p> Two ways to make a million (or five) Heinz soup122 < p> Core growth requires more creativity, not less 124 < p> Remember and refresh James Bond 125 < p> Renovation waves 129 < p> 'SMS' (sell more stuff) The Geek Squad 132 < p> Upgrade the core 135 < p> The power of packaging innocent smoothies 136 < p> Core range extension Ryvita 141 < p> Re-inventing the core Warner Music 144 < p> Key takeouts 146 < p> 3-part action plan 146 < p> Handover 147 < p> 6. Workout Six: Stretch your brand muscles 149 < p> Building business, building brands Gillette151 < p> Why one in two innovations fail 158 < p> Why funnels don't work 160 < p> Rocketing a new innovation paradigm 164 < p> Destination Powerade 166 < p> Combustion 171 < p> Nozzle 175 < p> Expander Post-its 177 < p> Key takeouts 182 < p> 3-part action plan 182 < p> Handover 183 < p> 7. Workout Seven: Amplify your marketing plan 185 < p> Brand chapters Jordans Big Buzz 187 < p> Harnessing online media T-Mobile Dance 190 < p> Product as hero Dove 194 < p> Be brave, break codes Cats like Felix 197 < p> Tighter briefs are better NSPCC 200 < p> Key takeouts 205 < p> 3-part action plan 205 < p> Handover 206 < p> 8. Workout Eight: Rally the troops 207 < p> People power 209 < p> Beyond brandwashing RSA Insurance 211 < p> Step 1: Products people are proud of Apple iPhone216 < p> Step 2: Hire the right people and treat them right Pret a Manager 217 < p> Step 3: Lead by example innocent smoothies220 < p> Step 4: Sell the cake not the recipe Hellmann's221 < p> The five-month itch 223 < p> Key takeouts 224 < p> 3-part action plan 224 < p> Handover 225 < p> References 227 < p> Index 231 This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration 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 help marketers raise their own game in key areas such as: insight, portfolio strategy, positioning and innovation. The tools and techniques in the book have been road-tested on over 100 brandgym projects out of the last 8 years, making this book extremely practical. Based on the inside stories of brand leaders who have achieved success: Tesco, T-Mobile, Unilever and Proctor and Gamble. These companies share their tips, tricks and warn of the traps to avoid. 50% of the content is new or updated with the latest thinking on'recession proof branding', how to win when times are tough, communication briefing, growing the core business and new research with marketing directors on the key success factors of brand leaders. The authors are most influential, appearing in The Guardian, Marketing, Brand Strategy, Market Leader and The Marketer. The CIM have called David Taylor one of the'World's 50 most important marketing thinkers'. "This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today's tough economic times. Following the template of the original version, the book consists of a programme of eight "Workouts" that will help marketers raise their own game in key areas such as insight, portfolio strategy, positioning and innovation"-- Provided by publisher