Lean Brands: Catch Customers, Drive Growth, and Stand Out in All Markets

Lean Brands: Catch Customers, Drive Growth, and Stand Out in All Markets

by Luis Pedroza

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Overview

“Everything you need to know to take your brand global. And going global is not an option today. That's where your future market is going to be.” —Al Ries, author of Positioning and The 22 Immutable Laws of Branding

“Filled with vivid, relevant case studies, Luis shows that brand success in tough global markets comes from having deep market knowledge, being lean and agile, creating real, meaningful differentiation, and executing creatively using tools that work. I was impressed by the ideas and guidance from this book and you will be as well.” —David Aaker, vice chair of Prophet and author of Strategic Market Management

“Luis shows what it takes to win in an increasingly multipolar world. Spiced with great examples, he brings to life the simple wisdom of what it takes to be locally relevant and globally efficient in building brands.“ —Paul Polman, CEO of Unilever

“A must-read for every manager of global brands.” —Gerard J. Tellis, Neely Chair, American Enterprise, and Director of the Center for Global Innovation, USC Marshall School of Business

There’s no denying it. Business has become global, yet few people we meet in our everyday lives have any actual international experience to share. Markets are increasingly messy and rapidly evolving. Leaders know that they need to adapt, but they are usually too busy—and they’re unsure about what exactly to change.

Lean Brands provides a lean, agile approach to building global brands, helping you 1) quickly analyze your environment; 2) create a differentiated and meaningful brand positioning; and 3) bring your brand strategy to life on the ground, where it counts. You'll learn how to “recon” and take advantage of weaknesses of your competition, as well as hone in on what will work in new markets to make sure you are memorable.

Product Details

ISBN-13: 9781632651655
Publisher: Red Wheel/Weiser
Publication date: 04/01/2020
Pages: 304
Sales rank: 1,223,882
Product dimensions: 5.90(w) x 8.80(h) x 0.90(d)

About the Author

Luis Pedroza is an accomplished global brand builder with real-world, international experience that comes from leading brands for iconic companies like General Mills, Nestle, and Kerry in markets all over the world. He lives in Silicon Valley, the epicenter of so much of today’s disruptive innovation, and continues to help emerging brands reach the next level of success.

Table of Contents

The Pre-Journey 1

Part 1 Assemble Your Toolkit

1 The Ninja 7

2 See the New Battleground 13

3 Know Yourself, Know Your Enemy 35

Part 2 Define Your Strategy

4 Get Lean and Mean 53

5 Choose Your Stance 71

6 Adapt to Win 107

Part 3 Bring It to Life

7 Step Up and Disrupt 167

8 Make It Happen 203

9 Get Creative 237

Conclusion: Secret Traditions of the Global Brand Builder 249

Notes 255

Index 281

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