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Customer Review

5.0 out of 5 stars An action-oriented toolkit for growing brands, 2 Nov. 2002
By A Customer
This review is from: The Brand Gym: A Practical Workout for Boosting Brand and Business (Hardcover)
This book is unlike no other one I have read on marketing and brands. Instead of being full of theory and jargon, The Brand Gym is a down to earth, practical guide full of tips, tricks and loads of examples. Even though I have been in marketing for many years, the book is a refreshing reminder to stay focused on building the business and gave me some really good ideas to start applying straight away.
I found the section on brand positioning especially useful. It is the first time I have seen a step-by-step guide that actually helps you to do a positioning project, rather than just explaining the principles. Thorny subjects such as brand essence are illustrated with real life examples, and the emphasis is always on how the strategic stuff will impact on the marketing mix.
You can tell the writer has experience in the real world of branding not just the classroom. The book has already helped me on the job and I am sure it will stay on my desk at work for some time to come.
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