Brand Gym - A Programme of Six Workouts to Boost Brand and Business Performance

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Overview

The Brand Gym is a refreshingly simple, practical guide to brand management and how it can boost business performance. The book reveals the fundamental differences between winners and losers in the branding battle, illustrated with inside stories from Unilever, Gillette, Apple and others. A programme of eight 'Workouts' will help you raise your own game in key areas such as insight, portfolio strategy, visioning and positioning.

"About time! Finally a book written by a real "been there, done that" top-flight marketing professional. A compact and concentrated guide to the techniques really used by the world's leading marketing companies." --Tom Allchurch, former Amazon.com Marketing Director, Founder and CEO Fresh Italy

"A ...

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More About This Book

Overview

The Brand Gym is a refreshingly simple, practical guide to brand management and how it can boost business performance. The book reveals the fundamental differences between winners and losers in the branding battle, illustrated with inside stories from Unilever, Gillette, Apple and others. A programme of eight 'Workouts' will help you raise your own game in key areas such as insight, portfolio strategy, visioning and positioning.

"About time! Finally a book written by a real "been there, done that" top-flight marketing professional. A compact and concentrated guide to the techniques really used by the world's leading marketing companies." --Tom Allchurch, former Amazon.com Marketing Director, Founder and CEO Fresh Italy

"A practical, up to date manual on the do's and don'ts of creating powerful brands. Full of great examples, many based on personal experience, and very easy to read. Highly recommended to all brand builders." --Anthony Simon, President Marketing, Unilever Bestfoods

"David Taylor's approach is simple, pragmatic, and stretching. Spot-on for anyone who sees branding as fundamental to business performance. Not for people who want to sit in an ivory tower." --Nick Cross, Chief Marketing Officer, Egg

"Give your brand and mind a workout with The Brand Gym, a practical guide to building a fitter, healthier and stronger brand." --Stephen Knight, SVP Marketing & Brand Management, Walt Disney International

"More like a mentor than a textbook. Refreshingly straightforward, and easy to apply immediately to day-to-day work, as I am now doing with my team." --Carol Welch, Innovation and Business Development Director, Cadbury Schweppes

"A practical tool for brand teams, senior management and marketing experts alike, challenging you to focus on the right objectives." --Olivier Charriaud, Global Marketing Director, Remy Cointreeau

"A practical guide to brand development with sound advice on how to convert great ideas into reality." --Alex Sparks, Managing Director, Blockbuster Entertainment

Product Details

  • ISBN-13: 9780470847107
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 12/20/2002
  • Edition number: 1
  • Pages: 222
  • Product dimensions: 7.60 (w) x 9.74 (h) x 0.90 (d)

Meet the Author

David Taylor is Founder and Managing Partner of The Brand Gym, a consultancy helping teams develop action-oriented brand strategies. He has worked with many highly acclaimed and well-respected companies such as Disney, Cadbury's, Blockbuster, Unilever and Egg to help them boost brand and business performance.
His 15 years in brand strategy includes experience as a business manager, consultant and entrepreneur. He began his career in brand management with Procter & Gamble, before completing an MBA at INSEAD, France. He then started up and successfully grew the Paris office of marketing consultancy Added Value.
David has written many articles for Brand Strategy, Marketing, Market Leader and New Media Age, and is a regular speaker at branding conferences.

Table of Contents

Preface
Acknowledgements
Pt. I Brand-led business 1
1 Brand actions speak louder than words 3
Pt. II Brand foundations 13
2 Workout One: Get real 15
3 Workout Two: Search for true insight 25
Pt. III Brand strategy 43
4 Workout Three: Do fewer things, better 45
5 Workout Four: Bring your vision to life 71
6 Workout Five: Keep the brand on track 91
Pt. IV Brand action 121
7 Workout Six: Think different and do different 123
8 Workout Seven: Stretch your muscles 139
9 Workout Eight: Rally the troops 157
Pt. V Brand stamina 181
10 Stay in shape, keep the faith 183
App. 1 Brand Gym sound bites 191
References 193
Index 195

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