Description
Book SynopsisThis refreshingly simple, practical guide demonstrates howbrand management can boost business performance. It is the idealinspiration for creating growth in today's tough economic times.
Trade Review‘…the book is well written, comprehensive, tackles the common pitfalls of brand management and inspires fresh perspectives.' (B2B-Marketing.com, June 2010). ‘A refreshingly simple, practical guide to how brand management can boost business performance.' (Moving Money, September 2010).
Table of ContentsWhat’s new in Brandgym 2? xiii
Overview to The Brandgym Workouts xv
Acknowledgments xvii
Introduction: Being a leader 1
Being a leader is better – Hollywood gum 3
Leader Brands need brand leaders 7
Brand-led business 8
Staying in shape 9
Inside Tesco 10
1. Workout One: Follow the money 17
Why branding still has a bad name 19
Follow the money 22
Business model vs. brand equity – Axe shaving and Special K bars 26
Follow the money brief – Cointreau 27
Key takeouts 29
3-part action plan 29
Handover 30
2. Workout Two: Use insight as fuel 33
Beyond findings to insights – Mucinex 35
Don’t understand the consumer. Be the consumer – Nike 37
360 ◦ insight 38
Competition – Magnum 39
Culture: looking at the bigger picture – Castrol 41
Consumer: digging deeper to understand more – Harley Davidson 43
Company: look within 47
Key takeouts 49
3-part action plan 49
Handover 50
3. Workout Three: Focus, focus, focus 51
Focus is good 53
TheDanonestory 54
Different brand portfolio models – Gillette 56
So, how many brands do you need? – Santander 65
How many brands can you feed? 70
Setting the right strategy – Cadbury Dairy Milk 72
Key takeouts 75
3-part action plan 75
Handover 76
4. Workout Four: Build big brand ideas 77
The power of vision 79
Beyond box filling to big ideas 80
Insight fuel – Pampers 84
What are you going to fight for? – T-Mobile 88
Sausage and sizzle – Richmond sausages 89
The story of your brand – Pampers 96
Test drive the vision 100
Time to sign up 105
Make it real 108
Key takeouts 110
3-part action plan 110
Handover 111
5. Workout Five: Grow the core 113
The heart of a healthy brand 115
SnowWhiteandthe17Dwarves–Frito Lay 118
Two ways to make a million (or five) – Heinz soup 122
Core growth requires more creativity, not less 124
Remember and refresh – James Bond 125
Renovation waves 129
‘SMS’ (sell more stuff) – The Geek Squad 132
Upgrade the core 135
The power of packaging – innocent smoothies 136
Core range extension – Ryvita 141
Re-inventing the core – Warner Music 144
Key takeouts 146
3-part action plan 146
Handover 147
6. Workout Six: Stretch your brand muscles 149
Building business, building brands – Gillette 151
Why one in two innovations fail 158
Why funnels don’t work 160
Rocketing – a new innovation paradigm 164
Destination – Powerade 166
Combustion 171
Nozzle 175
Expander – Post-its 177
Key takeouts 182
3-part action plan 182
Handover 183
7. Workout Seven: Amplify your marketing plan 185
Brand chapters – Jordans Big Buzz 187
Harnessing online media – T-Mobile Dance 190
Product as hero – Dove 194
Be brave, break codes – Cats like Felix 197
Tighter briefs are better – NSPCC 200
Key takeouts 205
3-part action plan 205
Handover 206
8. Workout Eight: Rally the troops 207
People power 209
Beyond brandwashing – RSA Insurance 211
Step 1: Products people are proud of – Apple iPhone 216
Step 2: Hire the right people and treat them right – Pret a Manager 217
Step 3: Lead by example – innocent smoothies 220
Step 4: Sell the cake not the recipe – Hellmann’s 221
The five-month itch 223
Key takeouts 224
3-part action plan 224
Handover 225
References 227
Index 231
