The brand gym: a practical workout for boosting brand and business
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester
Wiley
c2003
|
| Schlagworte: | |
| Online-Zugang: | Contributor biographical information Publisher description Table of contents Inhaltsverzeichnis |
| Beschreibung: | Spine title: The brandgym. Includes bibliographical references (p. [193]-194) and index |
| Beschreibung: | XVI, 205 S. Ill. |
| ISBN: | 0470847107 |
Internformat
MARC
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| 245 | 1 | 0 | |a The brand gym |b a practical workout for boosting brand and business |c David Taylor |
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| 500 | |a Spine title: The brandgym. | ||
| 500 | |a Includes bibliographical references (p. [193]-194) and index | ||
| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Product management | |
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| 856 | 4 | |u http://www.loc.gov/catdir/description/wiley039/2002726918.html |3 Publisher description | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/wiley031/2002726918.html |3 Table of contents | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface xi
Acknowledgements xv
PARTI: Brand-led business 1
1. Brand actions speak louder than words 3
The brand as image wrapper 3
True brands 5
Brand and deliver 7
The Tesco story 9
Key takeouts 10
3 -part action plan 10
PART II: Brand foundations 13
2. Workout One: Get real 15
Navel gazing 15
Working in a vacuum 17
Polishing the pyramid 18
Bringing out the real issues 20
Key takeouts 20
3 -part action plan 2 0
3. Workout Two: Search for true insight 25
The drunk and the lamppost 2 5
Fear of failure 29
The Golden Barrel story 30
Beyond exploration to empathy 32
The Egg story 37
viii CONTENTS
Beyond evaluation to experience 38
Bring the insight to life 40
Key takeouts 41
3 -part action plan 41
PART III: Brand strategy 43
4. Workout Three: Do fewer things, better 45
Fragmentation is bad 46
Focus is good 47
The billion-dollar brand club 48
The Orange France story 50
Different portfolio models 51
So how many brands do you need ? 57
How many brands can you feed? 64
Setting the right strategy 67
Growth plan 67
Key takeouts 69
3-part action plan 69
5. Workout Four: Bring your vision to life 71
Where do you want to go today? 72
Just another frame on the wall 76
Starti ng your j ourney 7 7
The Top Clean story 83
Key takeouts 87
3-part action plan 88
6. Workout Five: Keep the brand on track 91
Content is king 93
Ben Jerry s ice-cream cone 94
The building blocks of positioning 95
Evaluating the positioning 109
The Space Mountain story 111
Back to the future of your brand 112
The Scrabble story 114
CONTENTS ix
The creative leap 115
Key takeouts 118
3 -part action plan 118
PART IV: Brand action 121
7. Workout Six: Think different and do different 123
The benefits of bei ng brave 123
The Hovis story 124
Four dimensions of differentiation 127
The product dimension 128
The packaging dimension 131
The communication dimension 134
The people dimension 136
Key takeouts 137
3-part action plan 137
8. Workout Seven: Stretch your muscles 139
Why extensions fail 139
Building business, building brands 140
The Bacardi Breezer story 146
Elastic brands 150
Extension traps to avoid 152
Key takeouts 154
3 -part action plan 155
9. Workout Eight: Rally the troops 157
People power 157
The internal communication trap 160
Building commitment 161
Leading from the top: The brand CEO 161
Do as I do, not as I say 168
What gets measured, gets done 172
The supporting role of internal communication 174
Key takeouts 178
3 -part action plan 178
x CONTENTS
PARTV: Brand stamina 181
10. Stay in shape, keep the faith 183
Fitness check 183
Exercise programme 184
Using brand do to learn brand think 186
Get a coach 187
Key takeouts 188
3-part action plan 189
Appendix 1: Brand Gym sound bites 191
References 193
Index 195
|
| adam_txt |
Contents
Preface xi
Acknowledgements xv
PARTI: Brand-led business 1
1. Brand actions speak louder than words 3
The brand as image wrapper 3
True brands 5
Brand and deliver 7
The Tesco story 9
Key takeouts 10
3 -part action plan 10
PART II: Brand foundations 13
2. Workout One: Get real 15
Navel gazing 15
Working in a vacuum 17
Polishing the pyramid 18
Bringing out the real issues 20
Key takeouts 20
3 -part action plan 2 0
3. Workout Two: Search for true insight 25
The drunk and the lamppost 2 5
Fear of failure 29
The Golden Barrel story 30
Beyond exploration to empathy 32
The Egg story 37
viii CONTENTS
Beyond evaluation to experience 38
Bring the insight to life 40
Key takeouts 41
3 -part action plan 41
PART III: Brand strategy 43
4. Workout Three: Do fewer things, better 45
Fragmentation is bad 46
Focus is good 47
The billion-dollar brand club 48
The Orange France story 50
Different portfolio models 51
So how many brands do you need ? 57
How many brands can you feed? 64
Setting the right strategy 67
Growth plan 67
Key takeouts 69
3-part action plan 69
5. Workout Four: Bring your vision to life 71
Where do you want to go today? 72
Just another frame on the wall 76
Starti ng your j ourney 7 7
The Top Clean story 83
Key takeouts 87
3-part action plan 88
6. Workout Five: Keep the brand on track 91
Content is king 93
Ben Jerry's ice-cream cone 94
The building blocks of positioning 95
Evaluating the positioning 109
The Space Mountain story 111
Back to the future of your brand 112
The Scrabble story 114
CONTENTS ix
The creative leap 115
Key takeouts 118
3 -part action plan 118
PART IV: Brand action 121
7. Workout Six: Think different and do different 123
The benefits of bei ng brave 123
The Hovis story 124
Four dimensions of differentiation 127
The product dimension 128
The packaging dimension 131
The communication dimension 134
The people dimension 136
Key takeouts 137
3-part action plan 137
8. Workout Seven: Stretch your muscles 139
Why extensions fail 139
Building business, building brands 140
The Bacardi Breezer story 146
Elastic brands 150
Extension traps to avoid 152
Key takeouts 154
3 -part action plan 155
9. Workout Eight: Rally the troops 157
People power 157
The internal communication trap 160
Building commitment 161
Leading from the top: The brand CEO 161
Do as I do, not as I say 168
What gets measured, gets done 172
The supporting role of internal communication 174
Key takeouts 178
3 -part action plan 178
x CONTENTS
PARTV: Brand stamina 181
10. Stay in shape, keep the faith 183
Fitness check 183
Exercise programme 184
Using brand do to learn brand think 186
Get a coach 187
Key takeouts 188
3-part action plan 189
Appendix 1: Brand Gym sound bites 191
References 193
Index 195 |
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| index_date | 2024-07-02T19:40:31Z |
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| isbn | 0470847107 |
| language | English |
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| spelling | Taylor, Dave 1962- Verfasser (DE-588)113750323 aut The brand gym a practical workout for boosting brand and business David Taylor Chichester Wiley c2003 XVI, 205 S. Ill. txt rdacontent n rdamedia nc rdacarrier Spine title: The brandgym. Includes bibliographical references (p. [193]-194) and index Brand name products Product management http://www.loc.gov/catdir/bios/wiley046/2002726918.html Contributor biographical information http://www.loc.gov/catdir/description/wiley039/2002726918.html Publisher description http://www.loc.gov/catdir/toc/wiley031/2002726918.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016292722&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Taylor, Dave 1962- The brand gym a practical workout for boosting brand and business Brand name products Product management |
| title | The brand gym a practical workout for boosting brand and business |
| title_auth | The brand gym a practical workout for boosting brand and business |
| title_exact_search | The brand gym a practical workout for boosting brand and business |
| title_exact_search_txtP | The brand gym a practical workout for boosting brand and business |
| title_full | The brand gym a practical workout for boosting brand and business David Taylor |
| title_fullStr | The brand gym a practical workout for boosting brand and business David Taylor |
| title_full_unstemmed | The brand gym a practical workout for boosting brand and business David Taylor |
| title_short | The brand gym |
| title_sort | the brand gym a practical workout for boosting brand and business |
| title_sub | a practical workout for boosting brand and business |
| topic | Brand name products Product management |
| topic_facet | Brand name products Product management |
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