The Brand Gym

A Practical Workout for Boosting Brand and Business

David Taylor (Autor)

Buch | Hardcover

222 Seiten

2002
John Wiley & Sons Ltd (Verlag)
978-0-470-84710-7 (ISBN)

Infos

Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of "workouts" that analyze the fundamental reasons behind the success of brands across a range of business areas. It will help brand managers ensure the healthy life of their brands by focusing on the attitudes, behaviors, and techniques that make sustained brand growth happen.

Autor

David Taylor is Founder and Managing Partner of The Brand Gym, a consultancy helping teams develop action--oriented brand strategies. He has worked with many highly acclaimed and well--respected companies such as Disney, Cadburya s, Blockbuster, Unilever and Egg to help them boost brand and business performance. His 15 years in brand strategy includes experience as a business manager, consultant and entrepreneur. He began his career in brand management with Procter & Gamble, before completing an MBA at INSEAD, France. He then started up and successfully grew the Paris office of marketing consultancy Added Value. David has written many articles for Brand Strategy, Marketing, Market Leader and New Media Age, and is a regular speaker at branding conferences.

Inhalt

Preface. Acknowledgements. PART I: Brand--led business. 1. Brand actions speak louder than words. PART II: Brand foundations. 2. Workout One: Get real. 3. Workout Two: Search for true insight. PART III: Brand strategy. 4. Workout Three: Do fewer things, better. 5. Workout Four: Bring your vision to life. 6. Workout Five: Keep the brand on track. PART IV: Brand action. 7. Workout Six: Think different and do different. 8. Workout Seven: Stretch your muscles. 9. Workout Eight: Rally the troops. PART V: Brand stamina. 10. Stay in shape, keep the faith. Appendix 1: Brand Gym sound bites. References. Index.

Produkt-Details

• Erscheint lt. Verlag: 25.10.2002
• Zusatzinfo: Illustrations
• Verlagsort: Chichester
• Sprache: englisch
• Maße: 195 x 244 mm
• Gewicht: 686 g
• Einbandart: gebunden
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• ISBN-10: 0-470-84710-7 / 0470847107
• ISBN-13: 978-0-470-84710-7 / 9780470847107
• Zustand: Neuware