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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Contents
Follow the money CHAPTER 1 | |
3part action plan | |
Focus focus focus CHAPTER 3 | |
Build big brand ideas CHAPTER 4 | |
Use insight as fuel CHAPTER 2 | |
360 insight | |
Handover | |
Amplify your marketing plan CHAPTER 7 | |
digging deeper to understand more | |
3part action plan | |
Other editions - View all
The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership David Taylor,David Nichols No preview available - 2010 |
Common terms and phrases
Actimel advertising agency Amplify your Marketing approach baby benefits better big brand idea Big Buzz brand chapters brand idea brand leaders BRAND LEADERSHIP Brand Muscles brand personality brand portfolio brand positioning brand stretch brand truth brand vision brandgym brandgymblog.com brief budget Cadbury campaign Coco Pops Coke communication competition consumer core business core product create creative Cup-a-Soup deliver drive growth drop-deadlines example execution FERRERO ROCHER Figure focus focused Follow the Money Geek Squad Gillette growing the core Heinz innovation funnel innovation projects Insight as Fuel inspire investment iPhone issue James Bond Kit Kat L'Oréal launch Leader Brand look marketing mix marketing plans million NSPCC pack packaging Pampers portfolio strategy Powerade premium Pret a Manger profitable refreshment renovation waves sausage sell share soup Stretch your Brand sub-brands T-Mobile target Tesco Unilever users WORKOUT