The Brand Gym: A Practical Workout to Gain and Retain Brand LeadershipThis 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.
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The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership David Taylor,David Nichols No preview available - 2010 |
Common terms and phrases
action activity adding advertising agency approach asking baby benefits better brand idea brand vision brandgym brief bring building called campaign challenge chapter clear communication competition concept consumer core core business create creative deliver drive earlier effective emotional engagement example execution experience extensions Figure focus focused Follow getting give growing growing the core growth important increase innovation insight inspire internal inthe investment issue keep launch Leader Brands leadership leading less look million models offer ofthe opportunities pack packaging performance personality portfolio positioning presentation problem profitable questions range requires role shampoo share simple spend step story strategy stretch success Table talking Tesco thebrand things understand users Workout