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Brandgym, third edition

Author : David Taylor

Publisher : eBook Partnership

Page : 290 pages

File Size : 31,31 MB

Release : 2017-08-24

Category : Business & Economics

ISBN : 1912317222

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Book Description

the brandgym is a refreshingly simple, practical guide to boosting your brand and business performance. This new and updated edition 'reboots' the whole brand vision to action process to be fit for purpose in today's digital age, illustrated with inside stories from Snapchat, Airbnb, Netflix, Burberry, Dove, Apple, accenture, Lego and many others. The programme of 11 'Workouts' is packed with practical tools and tips to raise your game in key areas includinginsight, brand purpose and positioning, innovation and internal engagement. Complementary online resources include over 1,250 case studies with detailed data and videos.



The Brand Gym

Author : David Taylor

Publisher : John Wiley & Sons

Page : 226 pages

File Size : 14,92 MB

Release : 2010-04-09

Category : Business & Economics

ISBN : 0470971339

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Book Description

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".



Grow the Core

Author : David Taylor

Publisher : John Wiley & Sons

Page : 253 pages

File Size : 31,32 MB

Release : 2013-02-25

Category : Business & Economics

ISBN : 1118484711

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Book Description

Grow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, it′s a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets. In reality, virtually all top–performing companies achieve superior results through a leading position in their core business. Unfortunately, there′s very little in the way of practical advice on how to do this. Grow the Core shows you how tofocus on your core business for brand success, with a program of eight workouts road-tested by the author's consultancy, the brandgym. The book provides inspiration, practical advice and proven tools for building and strengthening your core business. It is packed with case studies from brandgym clients, including Mars, Friesland Campina, SAB Miller and Danone. The book features exclusive brandgym research, in addition to front–line experience on over one hundred brand coaching projects.



Never Mind the Sizzle...Where's the Sausage?

Author : David Taylor

Publisher : John Wiley & Sons

Page : 135 pages

File Size : 23,39 MB

Release : 2010-02-05

Category : Business & Economics

ISBN : 1907293949

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Book Description

Are you looking for a branding book that's a bit different? You've found it. Never Mind the Sizzle... is an irreverent story packed full of practical tips, tricks and tools that reveal how to cut through the bull and buzzwords of branding, get deep insight into your customers, create a big brand idea, get your boss on board, win the consumer's heart and mind and stand out from the crowd. Join the blog at wheresthesausage.com !



The Science and Art of Branding

Author : Giep Franzen

Publisher : Routledge

Page : 588 pages

File Size : 39,28 MB

Release : 2015-02-12

Category : Business & Economics

ISBN : 1317454677

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Book Description

This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.



Consumer India

Author : Dheeraj Sinha

Publisher : John Wiley & Sons

Page : 209 pages

File Size : 35,77 MB

Release : 2011-02-14

Category : Business & Economics

ISBN : 0470826320

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Book Description

A richly insightful account of one of the most significant transformations in the world today. Dheeraj Sinha's intelligence vividly illuminates the intersection of culture and commerce in New India. Adam Morgan Founder eatbigfish Among the many books I have read on the cultural evolution taking place in India, this is perhaps the most insightful. It does not just map mindset changes; it does so with the certainty of a person who has lived the changes as much as he has witnessed them. Every marketeer should keep this book on his office desk as a ready reckoner. Ranjan Kapur Country Manager – India WPP India in many ways is a "Nation of Nations." So much heterogeneity and hence complexity in understanding consumers and consumerism. Dheeraj has done a commendable job in peeling off the layers from the onion—creating frameworks and providing very relatable examples to understand the culture. For instance, Dheeraj has used Bollywood as an effective mirror to portray societal changes. Consumer India is a must-read for those who want to understand the cultural evolution of India with its nuances. Rajesh Jejurikar Chief Executive - Automotive Division Mahindra & Mahindra Ltd. A labor of love. For years, I have marveled at how Dheeraj's inquisitive brain continuously churns away to make meaning of everything he observes. His writing simultaneously reflects him as a "sutradaar" telling the captivating story of a changing India, even as it does so with the unbiased and expert credentials of the "computerji" he describes here. Dheeraj insightfully marries the rapid changes he chronicles with the assimilative fabric of India; where "and" trumps "or." Against the cliché "change is the only constant," he underlines that in India, change works with the constant. Enjoy the ride on Dheeraj's time machine! Prasad Narasimhan Managing Partner, Asia Brandgym



Leadership For Dummies

Author : John Marrin

Publisher : John Wiley & Sons

Page : 358 pages

File Size : 26,43 MB

Release : 2012-02-27

Category : Business & Economics

ISBN : 0470972114

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Book Description

Do you find yourself being asked to lead others but have no idea where to start? Do you lead a team spread across different offices or even continents? In this no-nonsense guide to leadership you will find answers to crucial questions like: what is leadership? And what style of leadership should I be using? You'll discover how to lead your friends whilst remaining their friend; how to lead change in a way that people accept and understand; when and where to draw the line; and how to reflect on your experiences to become a better and more effective leader. Only a lucky few of us are natural born leaders. It takes time and effort to develop a range of leadership styles which work for you and those around you as well as discovering how to become comfortable leading others. Leadership can be a lonely occupation; Leadership For Dummies is your ideal companion. John Marrin explores the fine line between managing and leading and the book is full of tips for making the most of your leadership experiences and how to cope with the dilemmas and discomfort all leaders at some point experience.



Strategic Brand Management

Author : Kevin Lane Keller

Publisher :

Page : 0 pages

File Size : 21,90 MB

Release : 2003

Category : Brand name products

ISBN : 9780130411501

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Book Description

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions-- and thus improving the long-term profitability of specific brand strategies. Finely focused on "how-to" and "why" throughout, it provides specific tactical guidelines for planning, building, measuring, and managing brand equity. It includes numerous examples on virtually every topic and over 100 Branding Briefs that identify successful and unsuccessful brands and explain why they have been so. For industry professionals from brand managers to chief marketing officers.



Brand Vision

Author : David Taylor

Publisher : John Wiley & Sons

Page : 292 pages

File Size : 16,57 MB

Release : 2007-01-16

Category : Business & Economics

ISBN : 0470028351

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Book Description

David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy tourism'. By contrast, his straightforward, no-nonsense programme will ensure that you end up with an inspiring vision and a hands-on action plan to drive growth. Designed in a highly practical format, brandvision shows how to lead your team on a step-by-step 'visioning journey' that builds engagement, energy and alignment. Powerful tips, tools and tricks help you start applying the principles to your business today: Searching for true insight: creating a springboard for visioning by using different 'insight catalysts' that cover consumers, markets and competition The visioning journey: creating a compelling brand purpose, a big idea and a rallying call; combining product 'sausage' and emotional 'sizzle' Test-driving the vision: bringing the vision to life by exploring it within your business and with consumers Brand-led business: translating the vision into a business building mix that covers 'hero product' innovation, communication and internal engagement Thought-provoking and irreverent, brandvision demonstrates all the dos and don'ts of brand visioning with many stories of success (and screw-ups) including T-Mobile, Dove, Porsche, Absolut and James Bond. It is an invaluable toolkit for anyone interested in rethinking a brand vision - whatever its shape or size.



Alliance Brand

Author : Mark Darby

Publisher : John Wiley & Sons

Page : 408 pages

File Size : 27,47 MB

Release : 2006-07-11

Category : Business & Economics

ISBN : 0470035307

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Book Description

As pressure continues to build on organisations to achieve more with less, partnering offers tremendous promise as a strategic solution. However, up to 70% of such initiatives fail to meet their objectives. In this book, alliance expert Mark Darby argues that, in the age of the extended enterprise, firms must display a positive reputation and hard results from their alliances in order to attract the best partners and stand out from the growing crowd of potential allies. Building on this, he introduces the Alliance Brand concept, explores its critical success factors, and shows in detail how to apply it in your organisation. Darby's straightforward advice and comprehensive maps and tools will guide you on the journey to fulfilling the promise of partnering. The results are higher revenues and reduced alliance failure rates, along with lower costs and fewer risks. Alliance brands also have more satisfied staff and partners, and a transparent, audit-friendly process to satisfy increasing governance concerns. This leads to sustainable alliance success, and ultimately 'partner of choice' status in your chosen industries and markets. That's a compelling return on investment. That's an Alliance Brand.



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