This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growth in today’s tough economic times. Following the template of the highly successful original version, the book consists of a programme of 8 ‘workouts’ that will help marketers raise their own game in key areas such as: insight, portfolio strategy, positioning and innovation. The tools and techniques in the book have been road-tested on over 100 brandgym projects out of the last 8 years, making this book extremely practical.
- Based on the inside stories of brand leaders who have achieved success: Tesco, T-Mobile, Unilever and Proctor and Gamble. These companies share their tips, tricks and warn of the traps to avoid.
- 50% of the content is new or updated with the latest thinking on ‘recession proof branding’, how to win when times are tough, communication briefing, growing the core business and new research with marketing directors on the key success factors of brand leaders.
- The authors are most influential, appearing in The Guardian, Marketing, Brand Strategy, Market Leader and The Marketer. The CIM have called David Taylor one of the ‘World’s 50 most important marketing thinkers’.
Зміст
What’s new in Brandgym 2? xiii
Overview to The Brandgym Workouts xv
Acknowledgments xvii
Introduction: Being a leader 1
Being a leader is better – Hollywood gum 3
Leader Brands need brand leaders 7
Brand-led business 8
Staying in shape 9
Inside Tesco 10
1. Workout One: Follow the money 17
Why branding still has a bad name 19
Follow the money 22
Business model vs. brand equity – Axe shaving and Special K bars 26
Follow the money brief – Cointreau 27
Key takeouts 29
3-part action plan 29
Handover 30
2. Workout Two: Use insight as fuel 33
Beyond findings to insights – Mucinex 35
Don’t understand the consumer. Be the consumer – Nike 37
360 ◦ insight 38
Competition – Magnum 39
Culture: looking at the bigger picture – Castrol 41
Consumer: digging deeper to understand more – Harley Davidson 43
Company: look within 47
Key takeouts 49
3-part action plan 49
Handover 50
3. Workout Three: Focus, focus, focus 51
Focus is good 53
The Danonestory 54
Different brand portfolio models – Gillette 56
So, how many brands do you need? – Santander 65
How many brands can you feed? 70
Setting the right strategy – Cadbury Dairy Milk 72
Key takeouts 75
3-part action plan 75
Handover 76
4. Workout Four: Build big brand ideas 77
The power of vision 79
Beyond box filling to big ideas 80
Insight fuel – Pampers 84
What are you going to fight for? – T-Mobile 88
Sausage and sizzle – Richmond sausages 89
The story of your brand – Pampers 96
Test drive the vision 100
Time to sign up 105
Make it real 108
Key takeouts 110
3-part action plan 110
Handover 111
5. Workout Five: Grow the core 113
The heart of a healthy brand 115
Snow Whiteandthe17Dwarves–Frito Lay 118
Two ways to make a million (or five) – Heinz soup 122
Core growth requires more creativity, not less 124
Remember and refresh – James Bond 125
Renovation waves 129
‘SMS’ (sell more stuff) – The Geek Squad 132
Upgrade the core 135
The power of packaging – innocent smoothies 136
Core range extension – Ryvita 141
Re-inventing the core – Warner Music 144
Key takeouts 146
3-part action plan 146
Handover 147
6. Workout Six: Stretch your brand muscles 149
Building business, building brands – Gillette 151
Why one in two innovations fail 158
Why funnels don’t work 160
Rocketing – a new innovation paradigm 164
Destination – Powerade 166
Combustion 171
Nozzle 175
Expander – Post-its 177
Key takeouts 182
3-part action plan 182
Handover 183
7. Workout Seven: Amplify your marketing plan 185
Brand chapters – Jordans Big Buzz 187
Harnessing online media – T-Mobile Dance 190
Product as hero – Dove 194
Be brave, break codes – Cats like Felix 197
Tighter briefs are better – NSPCC 200
Key takeouts 205
3-part action plan 205
Handover 206
8. Workout Eight: Rally the troops 207
People power 209
Beyond brandwashing – RSA Insurance 211
Step 1: Products people are proud of – Apple i Phone 216
Step 2: Hire the right people and treat them right – Pret a Manager 217
Step 3: Lead by example – innocent smoothies 220
Step 4: Sell the cake not the recipe – Hellmann’s 221
The five-month itch 223
Key takeouts 224
3-part action plan 224
Handover 225
References 227
Index 231
Про автора
David Taylor and David Nichols are Managing Partners of the brandgym, a network of senior brand coaches that help teams to create a clear brand vision and the action plans to turn this into growth. Clients include SAB Miller, Tesco, Unilever, Cadbury, Coca-Cola, T-Mobile, Kerry Foods and RSA Insurance.
David Taylor has been named one of the world’s 50 leading marketing thinkers by the CIM. He is the author of three other brandgym books published by John Wiley: Brand Stretch, Brand Vision and Where’s the Sausage?. He also writes brandgymblog.com, one of Europe’s top 10 branding blogs. David started his career in brand management with P&G before doing an MBA at INSEAD. He then started and grew the Paris office of Added Value, where he met David Nichols.
[email protected]
David Nichols is a leading expert on innovation and the author of the brandgym book Return on Ideas: A practical guide to making innovation pay, in addition to Brands & Gaming published by Palgrave Macmillan. He started his career at OC&C Strategy Consultants, moving on to the marketing consultancy Added Value where he was Managing Director of Australia and then the UK. He has a first class degree in Aerospace Engineering from Bristol University and is an aerobatic pilot in his spare time.
[email protected]
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