The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership, Edition 2

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This refreshingly simple, practical guide demonstrates howbrand management can boost business performance. It is the idealinspiration 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 helpmarketers raise their own game in key areas such as: insight,portfolio strategy, positioning and innovation. The tools andtechniques in the book have been road-tested on over 100 brandgymprojects out of the last 8 years, making this book extremelypractical.
  • Based on the inside stories of brand leaders who have achievedsuccess: Tesco, T-Mobile, Unilever and Proctor and Gamble. Thesecompanies share their tips, tricks and warn of the traps toavoid.
  • 50% of the content is new or updated with the latest thinkingon "recession proof branding", how to win when times are tough,communication briefing, growing the core business and new researchwith marketing directors on the key success factors of brandleaders.
  • The authors are most influential, appearing in The Guardian,Marketing, Brand Strategy, Market Leader and TheMarketer. The CIM have called David Taylor one of the"World's 50 most important marketing thinkers".
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About the author

David Taylor and David Nichols are Managing Partnersof the brandgym, a network of senior brand coaches that help teamsto create a clear brand vision and the action plans to turnthis into growth. Clients include SAB Miller, Tesco, Unilever,Cadbury, Coca-Cola, T-Mobile, Kerry Foods and RSA Insurance.
Taylor has been named one of the world’s 50 leading marketingthinkers by the CIM. He is the author of three other brandgym bookspublished by John Wiley: Brand Stretch, Brand Visionand Where’s the Sausage? He also writesbrandgymblog.com, one of Europe’s top 10 brandingblogs. David started his career in brand management with P&Gbefore doing an MBA at INSEAD. He then started and grew the Parisoffice of Added Value, where he met David Nichols.
david@thebrandgym.com

David Nichols is a leading expert on innovation and theauthor of the brandgym book Return on Ideas – a practicalguide to making innovation pay, in addition to Brands &Gaming published by Palgrave Macmillan. He started his careerat OC&C Strategy consultants, moving on to the marketingconsultancy Added Value where he was Managing Director of Australiaand then the UK. He has a first class degree in AerospaceEngineering from Bristol University and is an aerobatic pilot inhis spare time.
davidn@thebrandgym.com

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Additional Information

Publisher
John Wiley & Sons
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Published on
Apr 9, 2010
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Pages
256
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ISBN
9780470971338
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Sales & Selling / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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