{"product_id":"the-brand-gym-9780470686195","title":"The Brand Gym","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThis refreshingly simple, practical guide demonstrates howbrand management can boost business performance. It is the idealinspiration for creating growth in today's tough economic times.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e‘…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).\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eWhat’s new in Brandgym 2? xiii\u003c\/p\u003e \u003cp\u003eOverview to The Brandgym Workouts xv\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction: Being a leader 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBeing a leader is better – Hollywood gum 3\u003c\/p\u003e \u003cp\u003eLeader Brands need brand leaders 7\u003c\/p\u003e \u003cp\u003eBrand-led business 8\u003c\/p\u003e \u003cp\u003eStaying in shape 9\u003c\/p\u003e \u003cp\u003eInside Tesco 10\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1. Workout One: Follow the money 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy branding still has a bad name 19\u003c\/p\u003e \u003cp\u003eFollow the money 22\u003c\/p\u003e \u003cp\u003eBusiness model vs. brand equity – Axe shaving and Special K bars 26\u003c\/p\u003e \u003cp\u003eFollow the money brief – Cointreau 27\u003c\/p\u003e \u003cp\u003eKey takeouts 29\u003c\/p\u003e \u003cp\u003e3-part action plan 29\u003c\/p\u003e \u003cp\u003eHandover 30\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. Workout Two: Use insight as fuel 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBeyond findings to insights – Mucinex 35\u003c\/p\u003e \u003cp\u003eDon’t understand the consumer. Be the consumer – Nike 37\u003c\/p\u003e \u003cp\u003e360 ◦ insight 38\u003c\/p\u003e \u003cp\u003eCompetition – Magnum 39\u003c\/p\u003e \u003cp\u003eCulture: looking at the bigger picture – Castrol 41\u003c\/p\u003e \u003cp\u003eConsumer: digging deeper to understand more – Harley Davidson 43\u003c\/p\u003e \u003cp\u003eCompany: look within 47\u003c\/p\u003e \u003cp\u003eKey takeouts 49\u003c\/p\u003e \u003cp\u003e3-part action plan 49\u003c\/p\u003e \u003cp\u003eHandover 50\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. Workout Three: Focus, focus, focus 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocus is good 53\u003c\/p\u003e \u003cp\u003eTheDanonestory 54\u003c\/p\u003e \u003cp\u003eDifferent brand portfolio models – Gillette 56\u003c\/p\u003e \u003cp\u003eSo, how many brands do you need? – Santander 65\u003c\/p\u003e \u003cp\u003eHow many brands can you feed? 70\u003c\/p\u003e \u003cp\u003eSetting the right strategy – Cadbury Dairy Milk 72\u003c\/p\u003e \u003cp\u003eKey takeouts 75\u003c\/p\u003e \u003cp\u003e3-part action plan 75\u003c\/p\u003e \u003cp\u003eHandover 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. Workout Four: Build big brand ideas 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe power of vision 79\u003c\/p\u003e \u003cp\u003eBeyond box filling to big ideas 80\u003c\/p\u003e \u003cp\u003eInsight fuel – Pampers 84\u003c\/p\u003e \u003cp\u003eWhat are you going to fight for? – T-Mobile 88\u003c\/p\u003e \u003cp\u003eSausage and sizzle – Richmond sausages 89\u003c\/p\u003e \u003cp\u003eThe story of your brand – Pampers 96\u003c\/p\u003e \u003cp\u003eTest drive the vision 100\u003c\/p\u003e \u003cp\u003eTime to sign up 105\u003c\/p\u003e \u003cp\u003eMake it real 108\u003c\/p\u003e \u003cp\u003eKey takeouts 110\u003c\/p\u003e \u003cp\u003e3-part action plan 110\u003c\/p\u003e \u003cp\u003eHandover 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. Workout Five: Grow the core 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe heart of a healthy brand 115\u003c\/p\u003e \u003cp\u003eSnowWhiteandthe17Dwarves–Frito Lay 118\u003c\/p\u003e \u003cp\u003eTwo ways to make a million (or five) – Heinz soup 122\u003c\/p\u003e \u003cp\u003eCore growth requires more creativity, not less 124\u003c\/p\u003e \u003cp\u003eRemember and refresh – James Bond 125\u003c\/p\u003e \u003cp\u003eRenovation waves 129\u003c\/p\u003e \u003cp\u003e‘SMS’ (sell more stuff) – The Geek Squad 132\u003c\/p\u003e \u003cp\u003eUpgrade the core 135\u003c\/p\u003e \u003cp\u003eThe power of packaging – innocent smoothies 136\u003c\/p\u003e \u003cp\u003eCore range extension – Ryvita 141\u003c\/p\u003e \u003cp\u003eRe-inventing the core – Warner Music 144\u003c\/p\u003e \u003cp\u003eKey takeouts 146\u003c\/p\u003e \u003cp\u003e3-part action plan 146\u003c\/p\u003e \u003cp\u003eHandover 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6. Workout Six: Stretch your brand muscles 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding business, building brands – Gillette 151\u003c\/p\u003e \u003cp\u003eWhy one in two innovations fail 158\u003c\/p\u003e \u003cp\u003eWhy funnels don’t work 160\u003c\/p\u003e \u003cp\u003eRocketing – a new innovation paradigm 164\u003c\/p\u003e \u003cp\u003eDestination – Powerade 166\u003c\/p\u003e \u003cp\u003eCombustion 171\u003c\/p\u003e \u003cp\u003eNozzle 175\u003c\/p\u003e \u003cp\u003eExpander – Post-its 177\u003c\/p\u003e \u003cp\u003eKey takeouts 182\u003c\/p\u003e \u003cp\u003e3-part action plan 182\u003c\/p\u003e \u003cp\u003eHandover 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Workout Seven: Amplify your marketing plan 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand chapters – Jordans Big Buzz 187\u003c\/p\u003e \u003cp\u003eHarnessing online media – T-Mobile Dance 190\u003c\/p\u003e \u003cp\u003eProduct as hero – Dove 194\u003c\/p\u003e \u003cp\u003eBe brave, break codes – Cats like Felix 197\u003c\/p\u003e \u003cp\u003eTighter briefs are better – NSPCC 200\u003c\/p\u003e \u003cp\u003eKey takeouts 205\u003c\/p\u003e \u003cp\u003e3-part action plan 205\u003c\/p\u003e \u003cp\u003eHandover 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8. Workout Eight: Rally the troops 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePeople power 209\u003c\/p\u003e \u003cp\u003eBeyond brandwashing – RSA Insurance 211\u003c\/p\u003e \u003cp\u003eStep 1: Products people are proud of – Apple iPhone 216\u003c\/p\u003e \u003cp\u003eStep 2: Hire the right people and treat them right – Pret a Manager 217\u003c\/p\u003e \u003cp\u003eStep 3: Lead by example – innocent smoothies 220\u003c\/p\u003e \u003cp\u003eStep 4: Sell the cake not the recipe – Hellmann’s 221\u003c\/p\u003e \u003cp\u003eThe five-month itch 223\u003c\/p\u003e \u003cp\u003eKey takeouts 224\u003c\/p\u003e \u003cp\u003e3-part action plan 224\u003c\/p\u003e \u003cp\u003eHandover 225\u003c\/p\u003e \u003cp\u003eReferences 227\u003c\/p\u003e \u003cp\u003eIndex 231\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864637649239,"sku":"9780470686195","price":25.64,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470686195.jpg?v=1722272840","url":"https:\/\/bookcurl.com\/products\/the-brand-gym-9780470686195","provider":"Book Curl","version":"1.0","type":"link"}