The brand gym: a practical workout to gain and retain brand leadership

This refreshingly simple, practical guide demonstrates how brand management can boost business performance. It is the ideal inspiration for creating growthin todays tough economic times. Following the template of the original version, the book consists of a programme of eight Workouts that will help marketersraise their own game in key areas such as insight, portfolio strategy, positioning and innovation. This new version builds on the success of the original book, providing not only full revisions of existing cases and material, but adding new case studies and topics to contribute to the 50% fresh content. The tools and techniques in the book have been road-tested on over 100 brandgym projects carried out of the last 8 years, making this book extremely practical.David Taylor is the author of four successful books on branding (all published by Wiley). He began his career in brand management with Ps innovation practice, and author of Return on Ideas. He has led major projects for Nokia, Unilever and Tesco. Prior to The BrandGym he was MD of Added Value Australia in the UK. Nichols and Taylor are the Managing Partners of The BrandGym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. They have led brand vision projects for many top brands including Tesco, Coke, T-Mobile, Unilever and Cadburys.

• ISBN: 978-0-470-68619-5
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 256
• Fecha Publicación: 16/04/2010
• Nº Volúmenes: 1
• Idioma: Inglés