Taylor The Brandgym

A Practical Workout for Boosting Brand and Business
1. Auflage 2002
ISBN: 978-0-470-85659-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 222 Seiten, E-Book

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.

Autoren/Hrsg.

Taylor, Dave

Taylor, David

Inhaltsverzeichnis

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.

Über Autor(innen)

David Taylor is Founder and Managing Partner of The Brand Gym, aconsultancy helping teams develop action-oriented brand strategies.He has worked with many highly acclaimed and well-respectedcompanies such as Disney, Cadbury's, Blockbuster, Unilever and Eggto help them boost brand and business performance.
His 15 years in brand strategy includes experience as a businessmanager, consultant and entrepreneur. He began his career in brandmanagement with Procter & Gamble, before completing an MBA atINSEAD, France. He then started up and successfully grew the Parisoffice 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 atbranding conferences.