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".
Read Online or Download The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership PDF
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Extra info for The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership
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.