The Brand Gym: A Practical Workout to Gain and Retain Brand by David Taylor

By David Taylor

This refreshingly easy, practical guide demonstrates how model administration can strengthen company functionality. it's the perfect idea for developing progress in modern-day difficult financial occasions. Following the template of the hugely profitable unique model, the publication contains a programme of eight "workouts" that would aid dealers bring up their very own video game in key components equivalent to: perception, portfolio method, positioning and innovation. The instruments and strategies within the publication were road-tested on over a hundred brandgym tasks out of the final eight years, making this e-book super sensible.

  • Based at the within tales of name leaders who've completed good fortune: Tesco, T-Mobile, Unilever and Proctor and Gamble. those businesses proportion their advice, tips and warn of the traps to avoid.
  • 50% of the content material is new or up to date with the most recent pondering on "recession evidence branding", find out how to win whilst occasions are tricky, conversation briefing, starting to be the middle company and new study with advertising administrators at the key luck components of brand name leaders.
  • The authors are such a lot influential, showing in The dad or mum, advertising, model approach, marketplace Leader and The Marketer. The CIM have referred to as David Taylor one of many "World's 50 most vital marketing thinkers".

Show description

Read Online or Download The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership PDF

Similar sales books

You Can't Teach a Kid to Ride a Bike at a Seminar: The Sandler Sales Institute's 7-Step System for Successful Selling

Opposite to renowned revenues education, you don't need to make displays to every person who will pay attention. You don't need to be subservient, forfeit your self-respect, or pretend enthusiasm approximately your services or products. in reality, you don't must be enthusiastic in any respect. And, you by no means need to lie!

Get Off Your Arse

Want extra appointments? desire extra revenues? want extra motivation? want no-nonsense suggestion? . .. you actually need this publication. It's a clean examine biz and networking. largely acclaimed, try out over one hundred ninety reports on Amazon for the paper model, averaging four. 9/5! GOYA is taking the company ebook global by way of typhoon.

The Certifiable Salesperson : The Ultimate Guide to Help Any Salesperson Go Crazy with Unprecedented Sales!

"If you're a salesclerk, you will discover your self during this publication. deal with it like your highway map to luck and you'll be a certified shop clerk. " - Willis Turner, CSE President, revenues and advertising Executives foreign, Inc. "This action-oriented ebook covers the easiest practices of most sensible revenues performers in all severe components.

Verhandeln in Einkauf und Vertrieb: Mit System zu besseren Konditionen und mehr Profit (German Edition)

Wer in Einkauf und Vertrieb punkten will, muss in Verhandlungen das Beste für das eigene Unternehmen herausholen. Doch viele kennen keine Methodik, die ihnen zuverlässig zum Erfolg verhilft. Dieses Buch stellt ein leicht erlernbares und schnell umsetzbares Verhandlungssystem vor, mit dem es gelingt, Verhandlungspartner geschickt zu beeinflussen und auch schwierige Fälle zu meistern.

Extra info for The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership

Example text

Workout 3: Focus, focus, focus Tesco’s constant and deep analysis of business performance helps them focus on investment and people, in terms of both their brand and portfolios. On the brand side, they have kept the focus on the Tesco brand, using simple descriptors for new services, such as Tesco Mobile and Tesco Diets. They have avoided the temptation to create fancy new sub-brands that dilute the Tesco brand equity. On the new product side, each business has to stand on its own two feet and become profitable, avoiding the risk of resources being taken from the core business.

Finally, as the creative agencies are involved from day one, they can experiment with rough executional ideas as the strategy evolves. We recommend setting a time limit on any brand strategy work, with clear deadlines to help force the team to move from vision to action, and avoid pyramid polishing. The brandgym Workouts should take 12–16 weeks. Any more than this and the work will lack urgency and momentum, and the risk of navel gazing and pyramid polishing increases. WORKOUT ONE: FOLLOW THE MONEY 23 Where can we lead?

David Arkwright, OMO Global Brand Director 2 WORKOUT TWO: USE INSIGHT AS FUEL 35 Headlines Research is too often used as a crutch for decision making, rather than a dig for rough diamonds of insight that serve as inspiration for brand growth. Leader Brands use insight as fuel to power both their strategic thinking as well as to ignite ideas for innovation. For them, research isn’t limited to the two usual suspects of qualitative and quantitative research, but expanded to draw on perspectives from a range of different insight sources.

Download PDF sample

Rated 4.56 of 5 – based on 12 votes