The Brandgym

Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of "workouts" that analyze the fundamental reasons behind the success of brands across a range of business areas. It will help brand managers ensure the healthy life of their brands by focusing on the attitudes, behaviors, and techniques that make sustained brand growth happen.

Autorentext
David Taylor is Founder and Managing Partner of The Brand Gym, a consultancy helping teams develop action-oriented brand strategies. He has worked with many highly acclaimed and well-respected companies such as Disney, Cadbury's, Blockbuster, Unilever and Egg to help them boost brand and business performance.
His 15 years in brand strategy includes experience as a business manager, consultant and entrepreneur. He began his career in brand management with Procter & Gamble, before completing an MBA at INSEAD, France. He then started up and successfully grew the Paris office of marketing consultancy Added Value.
David has written many articles for Brand Strategy, Marketing, Market Leader and New Media Age, and is a regular speaker at branding conferences.

Klappentext
The Brand Gym is a refreshingly simple, practical guide to brand management and how it can boost business performance. The book reveals the fundamental differences between winners and losers in the branding battle, illustrated with inside stories from Unilever, Gillette, Apple and others. A programme of eight 'Workouts' will help you raise your own game in key areas such as insight, portfolio strategy, visioning and positioning.

"About time! Finally a book written by a real "been there, done that" top-flight marketing professional. A compact and concentrated guide to the techniques really used by the world's leading marketing companies." --Tom Allchurch, former Amazon.com Marketing Director, Founder and CEO Fresh Italy

"A practical, up to date manual on the do's and don'ts of creating powerful brands. Full of great examples, many based on personal experience, and very easy to read. Highly recommended to all brand builders." --Anthony Simon, President Marketing, Unilever Bestfoods

"David Taylor's approach is simple, pragmatic, and stretching. Spot-on for anyone who sees branding as fundamental to business performance. Not for people who want to sit in an ivory tower." --Nick Cross, Chief Marketing Officer, Egg

"Give your brand and mind a workout with The Brand Gym, a practical guide to building a fitter, healthier and stronger brand." --Stephen Knight, SVP Marketing & Brand Management, Walt Disney International

"More like a mentor than a textbook. Refreshingly straightforward, and easy to apply immediately to day-to-day work, as I am now doing with my team." --Carol Welch, Innovation and Business Development Director, Cadbury Schweppes

"A practical tool for brand teams, senior management and marketing experts alike, challenging you to focus on the right objectives." --Olivier Charriaud, Global Marketing Director, Remy Cointreeau

"A practical guide to brand development with sound advice on how to convert great ideas into reality." --Alex Sparks, Managing Director, Blockbuster Entertainment

Inhalt
Preface. Acknowledgements.

PART I: Brand-led business.

1. Brand actions speak louder than words.

PART II: Brand foundations.

2. Workout One: Get real.

3. Workout Two: Search for true insight.

PART III: Brand strategy.

4. Workout Three: Do fewer things, better.

5. Workout Four: Bring your vision to life.

6. Workout Five: Keep the brand on track.

PART IV: Brand action.

7. Workout Six: Think different and do different.

8. Workout Seven: Stretch your muscles.

9. Workout Eight: Rally the troops.

PART V: Brand stamina.

10. Stay in shape, keep the faith.

Appendix 1: Brand Gym sound bites.

References.

Index.