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Introduction.
QUARTER ONE: Branding for business.
1. January – The buzzword battle begins.
2. February – Brand-led business.
3. March – Elastic brands.
QUARTER TWO: From insight to brand vision.
4. April – Be the consumer.
5. May – GPS for your brand.
6. June – Brand trampoline.
QUARTER THREE: Test-driving the vision.
7. July – Show them the money.
8. August – Consumer test drive.
9. September – Don’t just think different, do
different.
QUARTER FOUR: The rubber hits the road.
10. October – Rallying the troops.
11. November – Making money, not movies.
12. December – The sausage has landed.
Index.
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David Taylor is one of the world’s 50 most important marketing thinkers’ according to the CIM. He is the author of three books on branding published by John Wiley: The brandgym, Brand Stretch and brand vision. David is the founder and Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision projects for many top brands including Hellmann’s, T-Mobile, Persil and Bertolli.
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