Details

The Brand Gym

A Practical Workout to Gain and Retain Brand Leadership
2. Aufl.

von: David Taylor, David Nichols
27,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	09.04.2010
ISBN/EAN:	9780470971338
Sprache:	englisch
Anzahl Seiten:	264

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Beschreibungen

Titelbeschreibung

This refreshingly simple, practical guide 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 "workouts" 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. <ul> <li>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.</li> <li>50% of the content is new or updated with the latest thinking on "recession proof branding", 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.</li> <li>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 "World's 50 most important marketing thinkers".</li> </ul>

Inhaltsverzeichnis

What’s new in Brandgym 2? xiii Overview to The Brandgym Workouts xv Acknowledgments xvii Introduction: Being a leader 1 Being a leader is better – Hollywood gum 3 Leader Brands need brand leaders 7 Brand-led business 8 Staying in shape 9 Inside Tesco 10 1. Workout One: Follow the money 17 Why branding still has a bad name 19 Follow the money 22 Business model vs. brand equity – Axe shaving and Special K bars 26 Follow the money brief – Cointreau 27 Key takeouts 29 3-part action plan 29 Handover 30 2. Workout Two: Use insight as fuel 33 Beyond findings to insights – Mucinex 35 Don’t understand the consumer. Be the consumer – Nike 37 360 ◦ insight 38 Competition – Magnum 39 Culture: looking at the bigger picture – Castrol 41 Consumer: digging deeper to understand more – Harley Davidson 43 Company: look within 47 Key takeouts 49 3-part action plan 49 Handover 50 3. Workout Three: Focus, focus, focus 51 Focus is good 53 TheDanonestory 54 Different brand portfolio models – Gillette 56 So, how many brands do you need? – Santander 65 How many brands can you feed? 70 Setting the right strategy – Cadbury Dairy Milk 72 Key takeouts 75 3-part action plan 75 Handover 76 4. Workout Four: Build big brand ideas 77 The power of vision 79 Beyond box filling to big ideas 80 Insight fuel – Pampers 84 What are you going to fight for? – T-Mobile 88 Sausage and sizzle – Richmond sausages 89 The story of your brand – Pampers 96 Test drive the vision 100 Time to sign up 105 Make it real 108 Key takeouts 110 3-part action plan 110 Handover 111 5. Workout Five: Grow the core 113 The heart of a healthy brand 115 SnowWhiteandthe17Dwarves–Frito Lay 118 Two ways to make a million (or five) – Heinz soup 122 Core growth requires more creativity, not less 124 Remember and refresh – James Bond 125 Renovation waves 129 ‘SMS’ (sell more stuff) – The Geek Squad 132 Upgrade the core 135 The power of packaging – innocent smoothies 136 Core range extension – Ryvita 141 Re-inventing the core – Warner Music 144 Key takeouts 146 3-part action plan 146 Handover 147 6. Workout Six: Stretch your brand muscles 149 Building business, building brands – Gillette 151 Why one in two innovations fail 158 Why funnels don’t work 160 Rocketing – a new innovation paradigm 164 Destination – Powerade 166 Combustion 171 Nozzle 175 Expander – Post-its 177 Key takeouts 182 3-part action plan 182 Handover 183 7. Workout Seven: Amplify your marketing plan 185 Brand chapters – Jordans Big Buzz 187 Harnessing online media – T-Mobile Dance 190 Product as hero – Dove 194 Be brave, break codes – Cats like Felix 197 Tighter briefs are better – NSPCC 200 Key takeouts 205 3-part action plan 205 Handover 206 8. Workout Eight: Rally the troops 207 People power 209 Beyond brandwashing – RSA Insurance 211 Step 1: Products people are proud of – Apple iPhone 216 Step 2: Hire the right people and treat them right – Pret a Manager 217 Step 3: Lead by example – innocent smoothies 220 Step 4: Sell the cake not the recipe – Hellmann’s 221 The five-month itch 223 Key takeouts 224 3-part action plan 224 Handover 225 References 227 Index 231

Autorenportrait

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. David 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 P&G before doing an MBA at INSEAD. He then started and grew the Paris office of Added Value, where he met David Nichols. david@thebrandgym.com David 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 OC&C 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 time. davidn@thebrandgym.com

Back cover copy

David Taylor and David Nichols have updated, expanded and improved this practical and highly acclaimed guide to boosting brand and business performance. thebrandgym is like having your own personal coach to help raise your game and achieve your brand and business ambitions. A programme of step-by-step ‘Workouts’ provides powerful tools and techniques, many new or updated, and tips on how to apply them to your business today. The comprehensive programme covers three key stages of growth creation: <ul><li> Foundations: getting the team focused on growth by ‘following the money’, then creating ‘insight fuel’ to ignite idea generation</li> <li>Strategy: focusing the portfolio on your most powerful brands, and creating big brand ideas that align and energize the business</li> <li>Action: improving your innovation hit-rate, on both the core business and stretching into new areas. Getting more bang from your marketing investment and rallying the troops inside the organization</li></ul> thebrandgym shares the inside story of brand leaders who have inspired and guided teams to create brand and business growth. Leaders from companies including Tesco, Cadbury’s, Unilever and P&G share their tips and tricks for success, and warn you of the traps to avoid.