Never Mind the Sizzle...Where's the Sausage: Branding based on substance not spin

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Overview

Never Mind the Sizzle... is an irreverent story packed fullof practical tips, tricks and tools that reveal how to:

1. Cut through the bull and buzzwords and discover howbranding can create growth, not hot air.

2. Get deep insight into y our consumers without breakingthe bank on expensive research.

3. Create a big brand idea that makes your ...

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Never Mind the Sizzle...Where's the Sausage: Branding based on substance not spin

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Overview

Never Mind the Sizzle... is an irreverent story packed fullof practical tips, tricks and tools that reveal how to:

1. Cut through the bull and buzzwords and discover howbranding can create growth, not hot air.

2. Get deep insight into y our consumers without breakingthe bank on expensive research.

3. Create a big brand idea that makes your marketing moreeffective.

4. Get your boss on board by bringing to life your visionand selling its value.

5. Win your consumer's heart and mind by creating apotent mix of product "sausage" and "emotional sizzle".

6. Stand out from the crowd by using every bit of yourmarketing mix to differentiate your brand.

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Editorial Reviews

From the Publisher
"Taylor...passes on his wisdom in the style of a story…givingtips on creating a successful brand along the way."(Artisan, September 2007)

"A funny story cooked up inside a marketing book"  (RoeValley Sentinel & Londonderry Sentinel, Wednesday21st November 2007)

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Product Details

  • ISBN-13: 9781841127699
  • Publisher: Wiley
  • Publication date: 11/5/2007
  • Edition number: 1
  • Pages: 162
  • Product dimensions: 5.20 (w) x 8.40 (h) x 0.60 (d)

Meet the Author

David Taylor is one of the world's 50 most important marketing thinkers’ according to the CIM. He is the author of three books on branding published by John Wiley: The brandgym, Brand Stretch and brand vision. David is the founder and Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision projects for many top brands including Hellmann's, T-Mobile, Persil and Bertolli.

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Table of Contents

Introduction.

QUARTER ONE: Branding for business.

1. January – The buzzword battle begins.

2. February – Brand-led business.

3. March – Elastic brands.

QUARTER TWO: From insight to brand vision.

4. April – Be the consumer.

5. May – GPS for your brand.

6. June – Brand trampoline.

QUARTER THREE: Test-driving the vision.

7. July – Show them the money.

8. August – Consumer test drive.

9. September – Don’t just think different, dodifferent.

QUARTER FOUR: The rubber hits the road.

10. October – Rallying the troops.

11. November – Making money, not movies.

12. December – The sausage has landed.

Index.

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  • Anonymous

    Posted April 15, 2014

    Orangemoon

    Aee you locked out. If so go to res three.

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