The brand gym : a programme of six workouts to boost brand and business performance /
Taylor, David.
The brand gym : a programme of six workouts to boost brand and business performance / David Taylor. - Chichester : Wiley, 2002. - 288 p.
Spine title: The brandgym.
Includes bibliographical references (p. [193]-194) and index.
PART I: Brand--led business. 1. Brand actions speak louder than words. PART II: Brand foundations. 2. Workout One: Get real. 3. Workout Two: Search for true insight. PART III: Brand strategy. 4. Workout Three: Do fewer things, better. 5. Workout Four: Bring your vision to life. 6. Workout Five: Keep the brand on track. PART IV: Brand action. 7. Workout Six: Think different and do different. 8. Workout Seven: Stretch your muscles. 9. Workout Eight: Rally the troops. PART V: Brand stamina. 10. Stay in shape, keep the faith. Appendix 1: Brand Gym sound bites. References.
Using the attributes from real managers and directors who have built successful brands, this text offers a practical program of 'workouts' that analyze the fundamental reasons behind the success of brands across a range of business areas.
9780470847107 (pbk.) : �17.99 0470847107 �27.18
2002726918
Product management.
Brand name products.
Business and Management.
Business & Management
Business strategy
Sales & marketing
HD69.B7
658.827 TAY
The brand gym : a programme of six workouts to boost brand and business performance / David Taylor. - Chichester : Wiley, 2002. - 288 p.
Spine title: The brandgym.
Includes bibliographical references (p. [193]-194) and index.
PART I: Brand--led business. 1. Brand actions speak louder than words. PART II: Brand foundations. 2. Workout One: Get real. 3. Workout Two: Search for true insight. PART III: Brand strategy. 4. Workout Three: Do fewer things, better. 5. Workout Four: Bring your vision to life. 6. Workout Five: Keep the brand on track. PART IV: Brand action. 7. Workout Six: Think different and do different. 8. Workout Seven: Stretch your muscles. 9. Workout Eight: Rally the troops. PART V: Brand stamina. 10. Stay in shape, keep the faith. Appendix 1: Brand Gym sound bites. References.
Using the attributes from real managers and directors who have built successful brands, this text offers a practical program of 'workouts' that analyze the fundamental reasons behind the success of brands across a range of business areas.
9780470847107 (pbk.) : �17.99 0470847107 �27.18
2002726918
Product management.
Brand name products.
Business and Management.
Business & Management
Business strategy
Sales & marketing
HD69.B7
658.827 TAY