{"product_id":"the-brand-gym-isbn-9780470686195","title":"The Brand Gym","description":"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 highly successful original version, the book consists of a programme of 8 \"workouts\" that will help marketers raise their own game in key areas such as: insight, portfolio strategy, positioning and innovation. The tools and techniques in the book have been road-tested on over 100 brandgym projects out of the last 8 years, making this book extremely practical.  \u003cul\u003e \u003cli\u003eBased on the inside stories of brand leaders who have achieved success: Tesco, T-Mobile, Unilever and Proctor and Gamble. These companies share their tips, tricks and warn of the traps to avoid.\u003c\/li\u003e \u003cli\u003e50% of the content is new or updated with the latest thinking on \"recession proof branding\", how to win when times are tough, communication briefing, growing the core business and new research with marketing directors on the key success factors of brand leaders.\u003c\/li\u003e \u003cli\u003eThe authors are most influential, appearing in \u003ci\u003eThe Guardian, Marketing, Brand Strategy, Market Leader\u003c\/i\u003e and \u003ci\u003eThe Marketer\u003c\/i\u003e. The CIM have called David Taylor one of the \"\u003ci\u003eWorld's 50 most important marketing thinkers\u003c\/i\u003e\".\u003c\/li\u003e \u003c\/ul\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  \u003cp\u003e\"... the book is well written, comprehensive, tackles the common pitfalls of brand management and inspires fresh perspectives.\" (B2B-Marketing.com, June 2010) \u003c\/p\u003e\u003cp\u003e\"A refreshingly simple, practical guide to how brand management can boost business performance.\" (\u003cem\u003eMoving Money,\u003c\/em\u003e September 2010)   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDavid Taylor\u003c\/b\u003e and \u003cb\u003eDavid Nichols \u003c\/b\u003eare Managing Partners of the brandgym, a network of senior brand coaches that help teams to create a clear brand vision \u003ci\u003eand\u003c\/i\u003e the action plans to turn this into growth. Clients include SAB Miller, Tesco, Unilever, Cadbury, Coca-Cola, T-Mobile, Kerry Foods and RSA Insurance. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDavid Taylor\u003c\/b\u003e 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: \u003ci\u003eBrand Stretch, Brand Vision\u003c\/i\u003e and \u003ci\u003eWhere’s the Sausage?.\u003c\/i\u003e He also writes \u003ci\u003ebrandgymblog.com\u003c\/i\u003e, one of Europe’s top 10 branding blogs. David started his career in brand management with P\u0026amp;G before doing an MBA at INSEAD. He then started and grew the Paris office of Added Value, where he met David Nichols. \u003c\/p\u003e\u003cp\u003edavid@thebrandgym.com \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDavid Nichols\u003c\/b\u003e is a leading expert on innovation and the author of the brandgym book \u003ci\u003eReturn on Ideas: A practical guide to making innovation pay\u003c\/i\u003e, in addition to \u003ci\u003eBrands \u0026amp; Gaming\u003c\/i\u003e published by Palgrave Macmillan. He started his career at OC\u0026amp;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. \u003c\/p\u003e\u003cp\u003edavidn@thebrandgym.com   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDavid Taylor\u003c\/b\u003e and \u003cb\u003eDavid Nichols\u003c\/b\u003e have updated, expanded and improved this practical and highly acclaimed guide to boosting brand and business performance. \u003cb\u003ethebrandgym\u003c\/b\u003e is like having your own personal coach to help raise your game and achieve your brand and business ambitions. A programme of step-by-step ‘Workouts’ provides powerful tools and techniques, many new or updated, and tips on how to apply them to your business today. \u003c\/p\u003e\u003cp\u003eThe comprehensive programme covers three key stages of growth creation: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e \u003cb\u003eFoundations:\u003c\/b\u003e getting the team focused on growth by ‘following the money’, then creating ‘insight fuel’ to ignite idea generation\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eStrategy:\u003c\/b\u003e focusing the portfolio on your most powerful brands, and creating big brand ideas that align and energize the business\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eAction:\u003c\/b\u003e improving your innovation hit-rate, on both the core business and stretching into new areas. Getting more bang from your marketing investment and rallying the troops inside the organization\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003cb\u003ethebrandgym\u003c\/b\u003e shares the inside story of brand leaders who have inspired and guided teams to create brand and business growth. Leaders from companies including Tesco, Cadbury’s, Unilever and P\u0026amp;G share their tips and tricks for success, and warn you of the traps to avoid.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990177792229,"sku":"NP9780470686195","price":49.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470686195.jpg?v=1761786801","url":"https:\/\/k12savings.com\/es\/products\/the-brand-gym-isbn-9780470686195","provider":"K12savings","version":"1.0","type":"link"}