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

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

by David Taylor
     
 

David Taylor has created a simple, pragmatic and down to earth approach to how brand management can boost business performance. The Brand Gym gives you the opportunity to exercise and develop the brand management skills of you and your team. A programme of step-by-step, practical 'workouts' provides you with powerful tools and techniques, and tips on how to start

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Overview

David Taylor has created a simple, pragmatic and down to earth approach to how brand management can boost business performance. The Brand Gym gives you the opportunity to exercise and develop the brand management skills of you and your team. A programme of step-by-step, practical 'workouts' provides you with powerful tools and techniques, and tips on how to start applying them to your own business tomorrow.

The comprehensive programme covers three key stages of growth creation:
* Foundations: anchoring strategy on real business needs, then generating powerful insights, quickly and cost effectively
* Strategy: a pragmatic approach to brand portfolio strategy, visioning and positioning
* Action: creating a compelling and differentiated brand mix, including aligning and energizing people inside the business

The Brand Gym shares the inside story of people who have achieved success in the branding world. Winning teams from leading companies such as Unilever, Amazon, Blockbuster and Disney share their tips, tricks and warn you of the traps to avoid.

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Editorial Reviews

From the Publisher
"…Taylor’s style is refreshingly down-to-earth, with loads of advice on how to grow your own brand…It is clearly signposted; excellent chapter summaries, short exercises to reinforce what you’ve just read…" (Marketing, 5 December 2002)

"…an excellent read for someone who is starting to develop the brand of their professional practice. …Overall, this is a likely to be a book you’ll read once, then keep digging in to from time to time when you need a little inspiration…" (PS. Advisor)

Product Details

ISBN-13:
9780470847107
Publisher:
Wiley
Publication date:
12/20/2002
Pages:
222
Product dimensions:
7.60(w) x 9.74(h) x 0.90(d)

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