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.
Cuprins
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.
Despre autor
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.
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