Holdings: The brand gym :: THWS Bibkatalog

The brand gym: a practical workout for boosting brand and business

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Bibliographic Details
Main Author:	Taylor, Dave 1962- (Author)
Format:	Book
Language:	English
Published:	Chichester Wiley c2003
Subjects:	Brand name products Product management
Online Access:	Contributor biographical information Publisher description Table of contents Inhaltsverzeichnis
Item Description:	Spine title: The brandgym. Includes bibliographical references (p. [193]-194) and index
Physical Description:	XVI, 205 S. Ill.
ISBN:	0470847107

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MARC


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Record in the Search Index

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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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callnumber-first	H - Social Science
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dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
discipline_str_mv	Wirtschaftswissenschaften
format	Book
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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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