Never Mind the Sizzle...Where's the Sausage?

Branding based on substance not spin
1. Auflage 2007
ISBN: 978-1-84112-769-9
Verlag: Wiley

Buch, Englisch, 168 Seiten, Format (B × H): 138 mm x 217 mm, Gewicht: 227 g

Are you looking for a branding book that's a bit different? You've found it. Never Mind the Sizzle. is an irreverent story packed full of practical tips, tricks and tools that reveal how to cut through the bull and buzzwords of branding, get deep insight into your customers, create a big brand idea, get your boss on board, win the consumer's heart and mind and stand out from the crowd. Join the blog at wheresthesausage.com !

Autoren/Hrsg.

Taylor, David

Taylor, Dave

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction xiii

QUARTER ONE: Branding for business 1

1. January – The buzzword battle begins 3

2. February – Brand-led business 15

3. March – Elastic brands 27

QUARTER TWO: From insight to brand vision 35

4. April – Be the consumer 37

5. May – GPS for your brand 55

6. June – Brand trampoline 67

QUARTER THREE: Test-driving the vision 81

7. July – Show them the money 83

8. August – Consumer test drive 93

9. September – Don’t just think different, do different 105

QUARTER FOUR: The rubber hits the road 115

10. October – Rallying the troops 117

11. November – Making money, not movies 127

12. December – The sausage has landed 137

Index 145

Über Autor(innen)

David Taylor is one of the world's 50 most important marketing thinkers’ according to the CIM. He is the author of three books on branding published by John Wiley: The brandgym, Brand Stretch and brand vision. David is the founder and Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision projects for many top brands including Hellmann's, T-Mobile, Persil and Bertolli.