The Brand Gym A Practical Workout to Gain and Retain Brand Leadership

by Taylor, David; Nichols, David

• ISBN13: 9780470686195
• ISBN10: 0470686197
• Edition: 2nd
• Format: Hardcover
• Copyright: 2010-05-24
• Publisher: WILEY

Summary

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 original version, the book consists of a programme of eight "Workouts" that will help marketers raise their own game in key areas such as insight, portfolio strategy, positioning and innovation. This new version builds on the success of the original book, providing not only full revisions of existing cases and material, but adding new case studies and topics to contribute to the 50% fresh content.The tools and techniques in the book have been road-tested on over 100 brandgym projects carried out of the last 8 years, making this book extremely practical.

Author Biography

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.
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.
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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.
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Table of Contents

What's new in Brandgym 2?

Overview to The Brandgym Workouts

Acknowledgments

Introduction: Being a leader

Being a leader is better - Hollywood gum

Leader Brands need brand leaders

Brand-led business

Staying in shape

Inside Tesco

Workout One: Follow the money

Why branding still has a bad name

Follow the money

Business model vs. brand equity - Axe shaving and Special K bars

Follow the money brief - Cointreau

Key takeouts

3-part action plan

Handover

Workout Two: Use insight as fuel

Beyond findings to insights - Mucinex

Don't understand the consumer. Be the consumer - Nike

360° insight

Competition - Magnum

Culture: looking at the bigger picture - Castrol

Consumer: digging deeper to understand more - Harley Davidson

Company: look within

Key takeouts

3-part action plan

Handover

Workout Three: Focus, focus, focus

Focus is good

The Danone story

Different brand portfolio models - Gillette

So, how many brands do you need? - Santander

How many brands can you feed?

Setting the right strategy - Cadbury Dairy Milk

Key takeouts

3-part action plan

Handover

Workout Four: Build big brand ideas

The power of vision

Beyond box filling to big ideas

Insight fuel - Pampers

What are you going to fight for? - T-Mobile

Sausage and sizzle - Richmond sausages

The story of your brand - Pampers

Test drive the vision

Time to sign up

Make it real

Key takeouts

3-part action plan

Handover

Workout Five: Grow the core

The heart of a healthy brand

Snow White and the 17 Dwarves - Frito Lay

Two ways to make a million (or five) - Heinz soup

Core growth requires more creativity, not less

Remember and refresh - James Bond

Renovation waves

'SMS' (sell more stuff) - The Geek Squad

Upgrade the core

The power of packaging - innocent smoothies

Core range extension - Ryvita

Re-inventing the core - Warner Music

Key takeouts

3-part action plan

Handover

Workout Six: Stretch your brand muscles

Building business, building brands - Gillette

Why one in two innovations fail

Why funnels don't work

Rocketing - a new innovation paradigm

Destination - Powerade

Combustion

Nozzle

Expander - Post-its

Key takeouts

3-part action plan

Handover

Workout Seven: Amplify your marketing plan

Brand chapters - Jordans Big Buzz

Harnessing online media - T-Mobile Dance

Product as hero - Dove

Be brave, break codes - Cats like Felix

Tighter briefs are better - NSPCC

Key takeouts

3-part action plan

Handover

Workout Eight: Rally the troops

People power

Beyond brandwashing - RSA Insurance

Products people are proud of - Apple iPhone

Hire the right people and treat them right - Pret a Manager

Lead by example - innocent smoothies

Sell the cake not the recipe - Hellmann's

The five-month itch

Key takeouts

3-part action plan

Handover

References

Index

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