Brandgym, The: A Practical Workout to Achieve Your Brand

The Brandgym is a refreshingly simple, practical guide to boosting brand and business performance in a digital age. This new and updated edition 'reboots' the whole brand vision to action process, to be fit for purpose in today's digital age, and is illustrated with inside stories from brand leaders such as Snapchat, Airbnb, Burberry, Dove, Lego and many others. Leaders from these companies share their tips and tricks for success, and warn you of the traps to avoid, while the programme of 11 Workouts is packed with practical tools and tips to raise your game in key areas including insight, brand positioning, innovation and internal engagement. The comprehensive programme covers four key stages of growth creation: . Brand-led Growth: focusing branding on driving profitable growth by 'Following the Money', not the latest marketing trends including pruning the portfolio to concentrate on fewer, bigger brands . Bring Your Vision to Life: blending the best of digital and human insight to create an inspiring and purposeful positioning that is then brought to life to align and engage the team delivering the brand . Grow the Core: driving distinctiveness through product, service, identity and communication including the use of digital technology to upgrade or even re-invent your core business. Expanding distribution, including harnessing exciting new digital routes to the consumer . Stretch from the Core: extending and then stretching the core using products and packaging, including innovative new ways to deliver your brand promise using digital technology. AUTHOR: David Taylor is founder and Group Managing Partner of the brandgym and has led the writing of this book. He has been named one of the world's 50 leading marketing thinkers by the CIM. He started his career in brand management with P&G before doing an MBA at INSEAD. He then started and successfully grew the Paris office of marketing consultancy Added Value, prior to starting the brandgym in 2002. The brandgym is a global network of senior-only brand coaches and the whole team has contributed to this fully updated and expanded 3rd edition of this book.