Brandgym, third edition , livre ebook

RedDoor Publishing - David Taylor

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306 pages

English

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Description

the brandgym is a refreshingly simple, practical guide to boosting your brand and business performance. This new and updated edition 'reboots' the whole brand vision to action process to be fit for purpose in today's digital age, illustrated with inside stories from Snapchat, Airbnb, Netflix, Burberry, Dove, Apple, accenture, Lego and many others. The programme of 11 'Workouts' is packed with practical tools and tips to raise your game in key areas includinginsight, brand purpose and positioning, innovation and internal engagement. Complementary online resources include over 1,250 case studies with detailed data and videos.

Sujets

Strategic management

Informations

Publié par	RedDoor Publishing
Date de parution	24 août 2017
Nombre de lectures	0
EAN13	9781912317226
Langue	English
Poids de l'ouvrage	2 Mo

Informations légales : prix de location à la page 0,0400€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

the

brandgym
ALL PUBLISHED BY JOHN WILEY
BY DAVID TAYLOR
Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Odds
Brand Vision: How to Energize Your Team to Drive Brand and Business Growth
Never Mind the Sizzle... Where s the Sausage?: Building Brands Based on Substance, not Spin
Grow the Core: How to Focus on Your Core Business for Brand Success
BY DAVID NICHOLS
Return on Ideas: A Practical Guide to Making Innovation Pay
the

brandgym
David Taylor
and
the
brandgym
partners
A Practical Workout to Grow Your Brand in a Digital Age
Published by RedDoor
www.reddoorpublishing.com
2017 David Taylor
The right of David Taylor to be identified as author of this Work has been asserted by him in
accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988
ISBN 978-1-912317-22-6
All rights reserved. No part of this publication may be reproduced, stored in a retrieval
system, copied in any form or by any means, electronic, mechanical, photocopying,
recording or otherwise transmitted without written permission from the author
A CIP catalogue record for this book is available from the British Library
Cover design: Megan Sheer
Typesetting: Megan Sheer
In honour of Silvina,
who shone so brightly but left us too soon

CONTENTS
Thanks
xi
Introduction: the brandgym rebooted
xiii
Your personal brand coach
xiii
Rebooting the brandgym
xiii
the brandgym workouts
xvi
PART 1: BRAND-LED GROWTH
1. Workout One: Follow the Money
4
Go beyond Image wrapper branding
4
Follow the money, not fads and fashion
6
Prevent pyramid polishing
9
Never mind the sizzle
9
Avoid brand ego tripping
11
Following the Money - Promote Iceland
11
Key takeouts
14
Checklist
15
2. Workout Two: Focus Your Portfolio
16
Focus is good
16
Different portfolio models
17
How many brands do you need ?
25
How many brands can you feed ?
31
Setting the right strategy - Danone
33
Key takeouts
37
Checklist
38
PART 2: BRAND VISION for ACTION
3. Workout Three: Search for True Insight
42
The enduring importance of insight
42
Beyond findings to insights
45
360 Insight
48
Cultural truth
49
Human truth
50
Brand truths
56
Competition
60
The triangle of truth - Jack Daniel s
62
Key takeouts
65
Checklist
65
4. Workout Four: Position with Purpose
66
Beyond box filling to big ideas
67
The power of purpose
70
Where s the sausage?
74
Sizzle that sells
76
Big brand ideas beat brand essence
81
The story of your brand - Pot Noodle
83
Test drive the positioning
86
Time for action
90
Key takeouts
93
Checklist
94
5. Workout Five: Rally the Troops
95
People power
95
The journey of commitment
96
Beyond brandwashing
100
Step 1: Products people are proud of
102
Step 2: Hire the right people. Treat people right - Pret A Manger
102
Step 3: Lead by example
107
Step 4: Sell the cake not the recipe
110
Building momentum
112
Key takeouts
115
Checklist
115
PART 3: GROW the CORE
6. Workout Six: Renovate Your Core
120
The heart of a healthy brand
120
What is the core ?
122
Get back to the core
125
Renovation or Re-invention? - Snapchat
130
Core growth driver 1: Penetration
139
Driving penetration with distinctiveness - James Bond
141
Driving penetration with distribution
148
Core growth driver 2: Premiumisation
148
Key takeouts
149
Checklist
150
7. Workout Seven: Bake the Brand In To Your Product
151
Bake in your brand
151
Drive a distinctive product or service
153
Being seen in a busy world
157
Key takeouts
168
Checklist
169
8. Workout Eight: Turbo-Charge Your Marketing
170
Turbo-charge your marketing plan
170
BRAnD your chapters - Carling Be the Coach
177
Getting your media blend right
181
Ignite the creative process
191
Key takeouts
197
Checklist
197
9. Workout Nine: Expand Your Distribution
198
Strengthen: Existing channels
199
Expand: New channels
202
Own: Branded channel players
206
Key takeouts
210
Checklist
210
PART 4: STRETCH the CORE
10. Workout Ten: Extend Your Core
214
Delivering a double whammy
214
Extension watch-outs
215
Pack extension - WD40
219
Product extension - Castrol
221
Key takeouts
224
Checklist
224
11. Workout Eleven: Stretch Your Brand Muscles
225
The brand stretch casino
225
Focus your brand stretching
229
Stretch to grow the core - Apple
234
Elastic brands
237
Key takeouts
241
Checklist
242
Appendix: Getting Started
243
References
253
Index
259
THANKS
This new and rebooted edition of the brandgym has been a team effort, with input from my brilliant partners who have each shared their unique experience and expertise: David Nichols and Jon Goldstone in London; Anne Charbonneau in Amsterdam; Diego Kerner in Buenos Aries; Parsad Narsimhan in Bangalore.
Thanks to Clare Christian, Heather Boisseau, Megan Sheer and all the RedDoor team for helping create this brand new brandgym book that allows us to share our branding tips, tools and tricks with a global audience.
Thanks to the people who read the brandgym books and blog and took the time to write and tell us what you liked and found most useful. Your positive feedback kept us going when the going got tough writing this book.
But above all, thanks to the brand leaders we have been lucky enough to work with over the last 15 years. They are the real heroes of the stories in this book. A special mention to Phil Chapman of Mondel z; Carol Welch of Odeon Cinemas; Andrea Quaye of AB Inbev; Steve Brass at WD-40; Kate Fordyce and Charmaine Huet at Woolworths; Vivek Rampal at Castrol; Kevin McNair at Britvic; Christine Benet-Rivera at Royal Canin; Alfonso Argudin at Grupo Bimbo.

INTRODUCTION
THE BRANDGYM
REBOOTED
Your personal brand coach
Putting a big brand idea at the heart of everything you do is good for business: it boosts growth rates by up to 300% according to one study on 50,000 brands ( 1 ). But what s the best way of creating this sort of brand-led growth ? How can you develop a compelling, insight-based brand positioning that inspires and guides all your activities - from product and service to internal engagement, communication and innovation? This is where the brandgym comes in. It s like having your own personal brand coach on hand. The book contains a series of practical workouts with checklists after each one to help you track progress. You can also access a complementary set of online resources from your laptop or mobile device on our revamped blog: www.thebrandgym.com/blog . Here, you will find over 1,250 searchable case studies with detailed data, imagery and videos. The key brand growth stories you can find on the blog are indicated with this icon, a total of 30 case studies across the book.
Rebooting the brandgym
This 3rd edition of the brandgym book is a major upgrade, drawing on learning from our extensive research program and 200+ real-life projects. 70% of the tools, frame-works and examples are brand new or updated. In particular, the brandgym has been rebooted for a digital age, to reflect the changes in the world of marketing and brands since the last edition in 2010. And what changes we have seen. Social media has continued to grow, with Facebook s revenues increasing 23 times to $17.9 billion ( 2 ) and the launch of Instagram, Snapchat and Whatsapp. Digital disruptors such
xiv
INTRODUCTION

THE BRANDGYM REBOOTED
as Uber and Airbnb have been born. And once powerful brands have died, such as Nokia, which was still the world s 13th most valuable brand in 2010! ( 3 ).
There are already countless books on digital marketing and communication . Our focus here is on a more fundamental question: how should the whole process of creating brand-led growth evolve in a world transformed by digital technology? What is the role of consumer insight in an era of big data ? How relevant is brand positioning today, given the need for brands to be fast and agile, adapting to market needs and the channel used? Is TV advertising dead given the rise of digital media?
To help answer these questions and more we carried out research with marketing directors across multiple markets, covering small and large companies in both consumer and business-to-business sectors. Over 100 marketing leaders completed a quantitative survey and 25 of them did follow-up interviews to explore key issues in more detail. We also draw on learning from more than 200 projects, plus the front-line experience of brandgym partners in their previous lives as clients, at leading companies including Coca-Cola, Unilever and Virgin.
The first and most fundamental finding is that even though marketing has changed dramatically in recent years, brand strategy remains vital for success. The key to effective digital marketing is clear brand positioning for over 90% of marketing directors we surveyed. Indeed, a clear and compelling brand idea is more important than ever today to conduct the ever-enlarging orchestra of brand musicians delivering the brand over multiple channels. However, there is a watch-out. The majority of marketing directors also agree that, With the focus on digital/social marketing, brand strategy gets overlooked ( Figure 1 ). Professor Mark Ritson highlighted this issue recently, commenting that Marketing seems to be devolving into a tactical pursuit, devoid of strategic thinking ( 4 ).
% Marketing
Directors agreeing
Figure 1: Brand strategy remains key to success in a digital age (Source: brandgym research, 2016 )
A CLEAR BRAND

POSITIONING IS

KEY TO EFFECTIVE

MARKETING IN THE

DIGITAL AGE
BRAND

STRATEGY TODAY

GETS OVERLOOKED

WITH ALL THE

FOCUS ON DIGITAL/

SOCIAL
91%
% Marketing
Directors agreeing
62%
xv
INTRODUCTION

THE BRANDGYM REBOO