The Brandgym: A Practical Workout for Boosting Brand and Business

The Brand Gym......Page 4
Contents......Page 10
Preface......Page 14
Acknowledgements......Page 18
PART I: Brand-led business......Page 20
The brand as image wrapper......Page 22
True brands......Page 24
Brand and deliver......Page 26
The Tesco story......Page 28
3-part action plan......Page 29
PART II: Brand foundations......Page 32
Navel gazing......Page 34
Working in a vacuum......Page 36
Polishing the pyramid......Page 37
3-part action plan......Page 39
The drunk and the lamppost......Page 44
Fear of failure......Page 48
The Golden Barrel story......Page 49
Beyond exploration to empathy......Page 51
The Egg story......Page 56
Beyond evaluation to experience......Page 57
Bring the insight to life......Page 59
3-part action plan......Page 60
PART III: Brand strategy......Page 62
4. Workout Three: Do fewer things, better......Page 64
Fragmentation is bad......Page 65
Focus is good......Page 66
The billion-dollar brand club......Page 67
The Orange France story......Page 69
Different portfolio models......Page 70
So how many brands do you need?......Page 76
How many brands can you feed?......Page 83
Growth plan......Page 86
3-part action plan......Page 88
5. Workout Four: Bring your vision to life......Page 90
Where do you want to go today?......Page 91
Just another frame on the wall......Page 95
Starting your journey......Page 96
The Top Clean story......Page 102
Key takeouts......Page 106
3-part action plan......Page 107
6. Workout Five: Keep the brand on track......Page 110
Content is king......Page 112
Ben & Jerry’s ice-cream cone......Page 113
The building blocks of positioning......Page 114
Evaluating the positioning......Page 128
The Space Mountain story......Page 130
Back to the future of your brand......Page 131
The Scrabble story......Page 133
The creative leap......Page 134
3-part action plan......Page 137
PART IV: Brand action......Page 140
The benefits of being brave......Page 142
The Hovis story......Page 143
Four dimensions of differentiation......Page 146
The product dimension......Page 147
The packaging dimension......Page 150
The communication dimension......Page 153
The people dimension......Page 155
3-part action plan......Page 156
Why extensions fail......Page 158
Building business, building brands......Page 159
The Bacardi Breezer story......Page 165
Elastic brands......Page 169
Extension traps to avoid......Page 171
Key takeouts......Page 173
3-part action plan......Page 174
People power......Page 176
The internal communication trap......Page 179
Leading from the top: The brand CEO......Page 180
Do as I do, not as I say......Page 187
What gets measured, gets done......Page 191
The supporting role of internal communication......Page 193
3-part action plan......Page 197
PART V: Brand stamina......Page 200
Fitness check......Page 202
Exercise programme......Page 203
Using brand do to learn brand think......Page 205
Get a coach......Page 206
Key takeouts......Page 207
3-part action plan......Page 208
Appendix 1: Brand Gym sound bites......Page 210
References......Page 212
Index......Page 214