The Brand Gym

David Taylor 지음

Wiley 2010년 04월 09일 출간

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This refreshingly simple, practicalguide 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 quot;workoutsquot; 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 quot;recession proof brandingquot;, 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 quot;World's 50 most important marketingthinkersquot;.

목차

What's new in Brandgym 2? xiiiOverview to The Brandgym Workouts xvAcknowledgments xviiIntroduction: Being a leader 1Being a leader is better &n- Hollywood gum 3Leader Brands need brand leaders 7Brand-led business 8Staying in shape 9Inside Tesco 101. Workout One: Follow the money 17Why branding still has a bad name 19Follow the money 22Business model vs. brand equity &n- Axe shaving and Special K bars 26Follow the money brief &n- Cointreau 27Key takeouts 293-part action plan 29Handover 302. Workout Two: Use insight as fuel 33Beyond findings to insights &n- Mucinex 35Don't understand the consumer. Be the consumer &n- Nike 37360degree insight 38Competition &n- Magnum 39Culture: looking at the bigger picture &n- Castrol 41Consumer: digging deeper to understand more &n- Harley Davidson 43Company: look within 47Key takeouts 493-part action plan 49Handover 503. Workout Three: Focus, focus, focus 51Focus is good 53The Danone story 54Different brand portfolio models &n- Gillette 56So, how many brands do you need? &n- Santander 65How many brands can you feed? 70Setting the right strategy &n- Cadbury Dairy Milk 72Key takeouts 753-part action plan 75Handover 764. Workout Four: Build big brand ideas 77The power of vision 79Beyond box filling to big ideas 80Insight fuel &n- Pampers 84What are you going to fight for? &n- T-Mobile 88Sausage and sizzle &n- Richmond sausages 89The story of your brand &n- Pampers 96Test drive the vision 100Time to sign up 105

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저자(글) David Taylor

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David Taylor and David Nichols are Managing Partners of the brandgym, a network of senior brand coaches that help teams to create a clear brand vision and the action plans to turn this into growth. Clients include SAB Miller, Tesco, Unilever, Cadbury, Coca-Cola, T-Mobile, Kerry Foods and RSA Insurance.Taylor has been named one of the world-s 50 leading marketing thinkers by the CIM. He is the author of three other brandgym books published by John Wiley: Brand Stretch, Brand Vision and Where-s the Sausage? He also writes brandgymblog.com, one of Europe-s top 10 branding blogs. David started his career in brand management with PG before doing an MBA at INSEAD. He then started and grew the Paris office of Added Value, where he met David [e-mail] Nichols is a leading expert on innovation and the author of the brandgym book Return on Ideas ~ a practical guide to making innovation pay, in addition to Brands Gaming published by Palgrave Macmillan. He started his career at OCC Strategy consultants, moving on to the marketing consultancy Added Value where he was Managing Director of Australia and then the UK. He has a first class degree in Aerospace Engineering from Bristol University and is an aerobatic pilot in his spare [e-mail]