The Brand Gym: A Practical Workout to Gain & Retain Brand Leadership Hardcover – 16 Apr 2010
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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).
From the Inside Flap
David Taylor and David Nichols have updated, expanded and improved this practical and highly acclaimed guide to boosting brand and business performance. thebrandgym 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.
The comprehensive programme covers three key stages of growth creation:
- Foundations: getting the team focused on growth by following the money , then creating insight fuel to ignite idea generation
- Strategy: focusing the portfolio on your most powerful brands, and creating big brand ideas that align and energize the business
- Action: 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
thebrandgym 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&G share their tips and tricks for success, and warn you of the traps to avoid.See all Product description
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This book will appeal strategists, marketeers and product developers who will all find a "work-out" that applies best to them; but will also benefit from David's approach that clearly links the three together.
"Work-out" is certainly the right description for each of the eight chapters - each, in turn, proves that there are better ways to win, challenges the status quo, and challenges you. At the end of each work-out David throws down the gauntlet to take action - in the next month, and over the next year.
As you would expect, the "sausage and sizzle" are still an important theme. This book continually reminds us to "focus on the core", and gives us early warning signs when we might be forgetting the "sausage", getting carried away in "sizzle".
As enjoyable as Where's the Sausage, filled with even more real-world examples and practical advice - a must read.
Arguably my marketing role isn't directly related to traditional brand related marketing jobs (I'm in B2B services) but the advice, ideas, tactics and strategy still make complete sense.
You don't need to waste any more time trying to figure what or how to proceed with this book you can get on and grow your market share, revenues and profits.
Don't wait. Buy. This. Book. Now.
This second edition is far more than a re-print - much has changed in the six years since the first edition went to print, which is reflected in over half of the content of the new book being brand new, with many up-to-date case studies. It's no idle boast that the authors' claim that the book is rather like "having your own personal coach to help you achieve your brand and business goals".
Best of all, it's an easy read - free from the usual jargon and padding!
The book is in bite sized chunks, that are easy to digest. They are great case studies and inspiring, yet practical tools that can be instantly applied.
If you are interested in creating brand strategies that are going to ultimately result in profit for the business whilst at the same time inspiring then you should not leave home without this book. It is something that you can should keep close to you at all times, refer back to when the waters get a bit muddy and use when you are looking for a bit of inspiration.
We need more of these kind of books that are less fluff and actually help to create more relevant, inspiring and profitable brand strategies.
What attracted me then was the fresh approach - not overly academic but very well researched and thought through, really more of an operating manual that you could dip into for inspiration.
So, when I heard that the book was being updated I was first in the queue and I'm not disappointed. One of the main strengths of the first edition was the range of case studies and these have been refreshed, providing a fascinating insight into corporate marketing and brand management in the noughties.
If you're working in marketing and you ain't got a well-thumbed copy of this book on your office shelf, then you ain't a true marketeer!
Through the many detailed examples from existing brands - not unfamiliar to the readers of the brand-gym blog - the book gives enough depth to go beyond a general "how to" guide. On the other hand the practical suggestions on how to approach the different steps make it immediately usable.
The Brand Gym will give anyone who is humble enough to ask him- or herself the right questions the opportunity to start running with his or her brand.
I particularly liked the 'follow the money' sections, the structure for brand portfolio managers on 'how many brands do you need' versus 'how many brands can you feed'. And of course, there is lots of evidence supporting his now famous 'sausage/sizzle' analogy.
Loads of good case studies here, backed up by the numbers of course.
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