Download PDF by David Taylor: The Brandgym: A Practical Workout for Boosting Brand and

By David Taylor

ISBN-10: 0470847107

ISBN-13: 9780470847107

Utilizing the attributes from genuine managers and administrators who've equipped profitable manufacturers, this ebook bargains a pragmatic application of "workouts" that learn the elemental purposes in the back of the luck of manufacturers throughout more than a few enterprise components. it's going to support model managers make sure the fit lifetime of their manufacturers through concentrating on the attitudes, behaviors, and methods that make sustained model development occur.

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Extra resources for The Brandgym: A Practical Workout for Boosting Brand and Business

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What ways would you use to generate nuggets of insight about consumers, brands and markets? How would you go about getting some measure of the potential of new products or services to give you the confidence to invest behind them? If you then got back one-third of the budget, which bits of research would you add back? For the other two-thirds, ask some tough questions about how essential they really are and if there aren’t cheaper and better ways of getting the same answers. Fear of failure The longer-term effects of the addiction to research are even more serious for an organization.

An even simpler way of getting close to consumers is to talk to 36 BRAND FOUNDATIONS real people about the product, not only marketing people. The ‘secretary test’ is a cheap and effective way of getting real-life, instant feedback and friends and family can also be valuable sources of findings. Decoding Decoding communication and broader cultural codes can lead to valuable information. On the Golden Barrel project many of the insights about the potential role that beer could play came from decoding the way the product was portrayed in popular culture.

By bringing to life an idea you can get round some of the scepticism that may greet a concept WORKOUT TWO: SEARCH FOR TRUE INSIGHT 37 by showing it as if it already existed. ’ In the case of a product brand this can be a mocked-up package showing what the idea would look like. For a service brand you can bring to life the change in customer experience that would result from a new positioning, for example. In the case of a new strategy for a hotel, there might one direction around the idea of ‘responsiveness’ and another around ‘personalization’.

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The Brandgym: A Practical Workout for Boosting Brand and Business by David Taylor


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