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· 분류 : 외국도서 > 경제경영 > 세일즈
· ISBN : 9780470686195
· 쪽수 : 264쪽
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What's new in Brandgym 2? xiii
Overview to The Brandgym Workouts xv
Acknowledgments xvii
Introduction: Being a leader 1
Being a leader is better – Hollywood gum 3
Leader Brands need brand leaders 7
Brand-led business 8
Staying in shape 9
Inside Tesco 10
1. Workout One: Follow the money 17
Why branding still has a bad name 19
Follow the money 22
Business model vs. brand equity – Axe shaving and Special K bars 26
Follow the money brief – Cointreau 27
Key takeouts 29
3-part action plan 29
Handover 30
2. Workout Two: Use insight as fuel 33
Beyond findings to insights – Mucinex 35
Don't understand the consumer. Be the consumer – Nike 37
360degree insight 38
Competition – Magnum 39
Culture: looking at the bigger picture – Castrol 41
Consumer: digging deeper to understand more – Harley Davidson 43
Company: look within 47
Key takeouts 49
3-part action plan 49
Handover 50
3. Workout Three: Focus, focus, focus 51
Focus is good 53
The Danone story 54
Different brand portfolio models – Gillette 56
So, how many brands do you need? – Santander 65
How many brands can you feed? 70
Setting the right strategy – Cadbury Dairy Milk 72
Key takeouts 75
3-part action plan 75
Handover 76
4. Workout Four: Build big brand ideas 77
The power of vision 79
Beyond box filling to big ideas 80
Insight fuel – Pampers 84
What are you going to fight for? – T-Mobile 88
Sausage and sizzle – Richmond sausages 89
The story of your brand – Pampers 96
Test drive the vision 100
Time to sign up 105
Make it real 108
Key takeouts 110
3-part action plan 110
Handover 111
5. Workout Five: Grow the core 113
The heart of a healthy brand 115
SnowWhite and the 17 Dwarves – Frito Lay 118
Two ways to make a million (or five) – Heinz soup 122
Core growth requires more creativity, not less 124
Remember and refresh – James Bond 125
Renovation waves 129
'SMS' (sell more stuff) – The Geek Squad 132
Upgrade the core 135
The power of packaging – innocent smoothies 136
Core range extension – Ryvita 141
Re-inventing the core – Warner Music 144
Key takeouts 146
3-part action plan 146
Handover 147
6. Workout Six: Stretch your brand muscles 149
Building business, building brands – Gillette 151
Why one in two innovations fail 158
Why funnels don't work 160
Rocketing – a new innovation paradigm 164
Destination – Powerade 166
Combustion 171
Nozzle 175
Expander – Post-its 177
Key takeouts 182
3-part action plan 182
Handover 183
7. Workout Seven: Amplify your marketing plan 185
Brand chapters – Jordans Big Buzz 187
Harnessing online media – T-Mobile Dance 190
Product as hero – Dove 194
Be brave, break codes – Cats like Felix 197
Tighter briefs are better – NSPCC 200
Key takeouts 205
3-part action plan 205
Handover 206
8. Workout Eight: Rally the troops 207
People power 209
Beyond brandwashing – RSA Insurance 211
Step 1: Products people are proud of – Apple iPhone 216
Step 2: Hire the right people and treat them right – Pret a Manager 217
Step 3: Lead by example – innocent smoothies 220
Step 4: Sell the cake not the recipe – Hellmann's 221
The five-month itch 223
Key takeouts 224
3-part action plan 224
Handover 225
References 227
Index 231
