Brand Gym

David Taylor and David Nichols are Managing Partners of the brandgym, a network of senior brand coaches that help teams to create a clear brand vision and the action plans to turn this into growth. Clients include SAB Miller, Tesco, Unilever, Cadbury, Coca-Cola, T-Mobile, Kerry Foods and RSA Insurance. David Taylor has been named one of the world’s 50 leading marketing thinkers by the CIM. He is the author of three other brandgym books published by John Wiley: Brand Stretch, Brand Vision and Where’s the Sausage?. He also writes brandgymblog.com, one of Europe’s top 10 branding blogs. David started his career in brand management with P&G before doing an MBA at INSEAD. He then started and grew the Paris office of Added Value, where he met David Nichols. david@thebrandgym.com David Nichols is a leading expert on innovation and the author of the brandgym book Return on Ideas: A practical guide to making innovation pay, in addition to Brands & Gaming published by Palgrave Macmillan. He started his career at OC&C Strategy Consultants, moving on to the marketing consultancy Added Value where he was Managing Director of Australia and then the UK. He has a first class degree in Aerospace Engineering from Bristol University and is an aerobatic pilot in his spare time. davidn@thebrandgym.com

"... the book is well written, comprehensive, tackles the common pitfalls of brand management and inspires fresh perspectives." (B2B-Marketing.com, June 2010) "A refreshingly simple, practical guide to how brand management can boost business performance." (Moving Money, September 2010)

• What’s new in Brandgym 2? xiiiOverview to The Brandgym Workouts xvAcknowledgments xviiIntroduction: Being a leader 1Being a leader is better – Hollywood gum 3Leader Brands need brand leaders 7Brand-led business 8Staying in shape 9Inside Tesco 101. Workout One: Follow the money 17Why branding still has a bad name 19Follow the money 22Business model vs. brand equity – Axe shaving and Special K bars 26Follow the money brief – Cointreau 27Key takeouts 293-part action plan 29Handover 302. Workout Two: Use insight as fuel 33Beyond findings to insights – Mucinex 35Don’t understand the consumer. Be the consumer – Nike 37360 ◦ insight 38Competition – Magnum 39Culture: looking at the bigger picture – Castrol 41Consumer: digging deeper to understand more – Harley Davidson 43Company: look within 47Key takeouts 493-part action plan 49Handover 503. Workout Three: Focus, focus, focus 51Focus is good 53TheDanonestory 54Different brand portfolio models – Gillette 56So, how many brands do you need? – Santander 65How many brands can you feed? 70Setting the right strategy – Cadbury Dairy Milk 72Key takeouts 753-part action plan 75Handover 764. Workout Four: Build big brand ideas 77The power of vision 79Beyond box filling to big ideas 80Insight fuel – Pampers 84What are you going to fight for? – T-Mobile 88Sausage and sizzle – Richmond sausages 89The story of your brand – Pampers 96Test drive the vision 100Time to sign up 105Make it real 108Key takeouts 1103-part action plan 110Handover 1115. Workout Five: Grow the core 113The heart of a healthy brand 115SnowWhiteandthe17Dwarves–Frito Lay 118Two ways to make a million (or five) – Heinz soup 122Core growth requires more creativity, not less 124Remember and refresh – James Bond 125Renovation waves 129‘SMS’ (sell more stuff) – The Geek Squad 132Upgrade the core 135The power of packaging – innocent smoothies 136Core range extension – Ryvita 141Re-inventing the core – Warner Music 144Key takeouts 1463-part action plan 146Handover 1476. Workout Six: Stretch your brand muscles 149Building business, building brands – Gillette 151Why one in two innovations fail 158Why funnels don’t work 160Rocketing – a new innovation paradigm 164Destination – Powerade 166Combustion 171Nozzle 175Expander – Post-its 177Key takeouts 1823-part action plan 182Handover 1837. Workout Seven: Amplify your marketing plan 185Brand chapters – Jordans Big Buzz 187Harnessing online media – T-Mobile Dance 190Product as hero – Dove 194Be brave, break codes – Cats like Felix 197Tighter briefs are better – NSPCC 200Key takeouts 2053-part action plan 205Handover 2068. Workout Eight: Rally the troops 207People power 209Beyond brandwashing – RSA Insurance 211Step 1: Products people are proud of – Apple iPhone 216Step 2: Hire the right people and treat them right – Pret a Manager 217Step 3: Lead by example – innocent smoothies 220Step 4: Sell the cake not the recipe – Hellmann’s 221The five-month itch 223Key takeouts 2243-part action plan 224Handover 225References 227Index 231