The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership
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.
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advertising agency approach baby benefits better big brand ideas brand chapters brand engagement brand equity brand leaders brand leadership brand personality brand portfolio brand positioning brand stretch brand truth brand vision brandgym brandgym Workouts brandgymblog.com brief budget building campaign challenge Coco Pops company’s competition consumer core brand core business core product create creative Cup-a-Soup deliver drive growth drop-deadlines ensure example execution Figure focus focused Follow the money follower brands Geek Squad Gillette global growing the core Heinz important innovation funnel innovation projects insight fuel inspire investment iPhone issue James Bond launch Leader Brands leading look marketing directors marketing mix marketing plan NSPCC opportunities pack packaging portfolio strategy Pret a Manger problem profitable refreshment relevant sausage sell share soup Special K spend sub-brands T-Mobile target Terry Leahy Tesco Unilever users