The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership

Content: <
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What\'s new in Brandgym 2? xiii <
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Overview to The Brandgym Workouts xv <
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Acknowledgments xvii <
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Introduction: Being a leader 1 <
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Being a leader is better     Hollywood gum 3 <
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Leader Brands need brand leaders 7 <
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Brand-led business 8 <
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Staying in shape 9 <
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Inside Tesco 10 <
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1. Workout One: Follow the money 17 <
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Why branding still has a bad name 19 <
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Follow the money 22 <
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Business model vs. brand equity     Axe shaving andSpecial K bars 26 <
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Follow the money brief     Cointreau 27 <
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Key takeouts 29 <
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3-part action plan 29 <
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Handover 30 <
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2. Workout Two: Use insight as fuel 33 <
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Beyond findings to insights     Mucinex 35 <
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Don\'t understand the consumer. Be the consumer    Nike 37 <
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360degree insight 38 <
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Competition     Magnum 39 <
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Culture: looking at the bigger picture     Castrol41 <
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Consumer: digging deeper to understand more     HarleyDavidson 43 <
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Company: look within 47 <
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Key takeouts 49 <
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3-part action plan 49 <
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Handover 50 <
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3. Workout Three: Focus, focus, focus 51 <
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Focus is good 53 <
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The Danone story 54 <
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Different brand portfolio models     Gillette 56 <
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So, how many brands do you need?     Santander 65 <
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How many brands can you feed? 70 <
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Setting the right strategy     Cadbury Dairy Milk72 <
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Key takeouts 75 <
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3-part action plan 75 <
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Handover 76 <
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4. Workout Four: Build big brand ideas 77 <
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The power of vision 79 <
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Beyond box filling to big ideas 80 <
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Insight fuel     Pampers 84 <
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What are you going to fight for?     T-Mobile 88 <
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Sausage and sizzle     Richmond sausages 89 <
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The story of your brand     Pampers 96 <
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Test drive the vision 100 <
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Time to sign up 105 <
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Make it real 108 <
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Key takeouts 110 <
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3-part action plan 110 <
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Handover 111 <
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5. Workout Five: Grow the core 113 <
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The heart of a healthy brand 115 <
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SnowWhite and the 17 Dwarves     Frito Lay 118 <
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Two ways to make a million (or five)     Heinz soup122 <
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Core growth requires more creativity, not less 124 <
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Remember and refresh     James Bond 125 <
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Renovation waves 129 <
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\'SMS\' (sell more stuff)     The Geek Squad 132 <
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Upgrade the core 135 <
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The power of packaging     innocent smoothies 136 <
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Core range extension     Ryvita 141 <
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Re-inventing the core     Warner Music 144 <
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Key takeouts 146 <
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3-part action plan 146 <
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Handover 147 <
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6. Workout Six: Stretch your brand muscles 149 <
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Building business, building brands     Gillette151 <
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Why one in two innovations fail 158 <
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Why funnels don\'t work 160 <
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Rocketing     a new innovation paradigm 164 <
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Destination     Powerade 166 <
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Combustion 171 <
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Nozzle 175 <
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Expander     Post-its 177 <
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Key takeouts 182 <
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3-part action plan 182 <
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Handover 183 <
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7. Workout Seven: Amplify your marketing plan 185 <
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Brand chapters     Jordans Big Buzz 187 <
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Harnessing online media     T-Mobile Dance 190 <
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Product as hero     Dove 194 <
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Be brave, break codes     Cats like Felix 197 <
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Tighter briefs are better     NSPCC 200 <
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Key takeouts 205 <
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3-part action plan 205 <
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Handover 206 <
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8. Workout Eight: Rally the troops 207 <
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People power 209 <
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Beyond brandwashing     RSA Insurance 211 <
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Step 1: Products people are proud of     Apple iPhone216 <
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Step 2: Hire the right people and treat them right    Pret a Manager 217 <
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Step 3: Lead by example     innocent smoothies220 <
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Step 4: Sell the cake not the recipe     Hellmann\'s221 <
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The five-month itch 223 <
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Key takeouts 224 <
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3-part action plan 224 <
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Handover 225 <
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References 227 <
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Index 231