The Brand Gym: A Practical Workout to Gain and Retain Brand Leadership, 2nd Edition

What's new in Brandgym 2? xiii

Overview to The Brandgym Workouts xv

Acknowledgments xvii

Introduction: Being a leader 1

Being a leader is better – Hollywood gum 3

Leader Brands need brand leaders 7

Brand-led business 8

Staying in shape 9

Inside Tesco 10

1. Workout One: Follow the money 17

Why branding still has a bad name 19

Follow the money 22

Business model vs. brand equity – Axe shaving and Special K bars 26

Follow the money brief – Cointreau 27

Key takeouts 29

3-part action plan 29

Handover 30

2. Workout Two: Use insight as fuel 33

Beyond findings to insights – Mucinex 35

Don't understand the consumer. Be the consumer – Nike 37

360degree insight 38

Competition – Magnum 39

Culture: looking at the bigger picture – Castrol 41

Consumer: digging deeper to understand more – Harley Davidson 43

Company: look within 47

Key takeouts 49

3-part action plan 49

Handover 50

3. Workout Three: Focus, focus, focus 51

Focus is good 53

The Danone story 54

Different brand portfolio models – Gillette 56

So, how many brands do you need? – Santander 65

How many brands can you feed? 70

Setting the right strategy – Cadbury Dairy Milk 72

Key takeouts 75

3-part action plan 75

Handover 76

4. Workout Four: Build big brand ideas 77

The power of vision 79

Beyond box filling to big ideas 80

Insight fuel – Pampers 84

What are you going to fight for? – T-Mobile 88

Sausage and sizzle – Richmond sausages 89

The story of your brand – Pampers 96

Test drive the vision 100

Time to sign up 105

Make it real 108

Key takeouts 110

3-part action plan 110

Handover 111

5. Workout Five: Grow the core 113

The heart of a healthy brand 115

SnowWhite and the 17 Dwarves – Frito Lay 118

Two ways to make a million (or five) – Heinz soup 122

Core growth requires more creativity, not less 124

Remember and refresh – James Bond 125

Renovation waves 129

'SMS' (sell more stuff) – The Geek Squad 132

Upgrade the core 135

The power of packaging – innocent smoothies 136

Core range extension – Ryvita 141

Re-inventing the core – Warner Music 144

Key takeouts 146

3-part action plan 146

Handover 147

6. Workout Six: Stretch your brand muscles 149

Building business, building brands – Gillette 151

Why one in two innovations fail 158

Why funnels don't work 160

Rocketing – a new innovation paradigm 164

Destination – Powerade 166

Combustion 171

Nozzle 175

Expander – Post-its 177

Key takeouts 182

3-part action plan 182

Handover 183

7. Workout Seven: Amplify your marketing plan 185

Brand chapters – Jordans Big Buzz 187

Harnessing online media – T-Mobile Dance 190

Product as hero – Dove 194

Be brave, break codes – Cats like Felix 197

Tighter briefs are better – NSPCC 200

Key takeouts 205

3-part action plan 205

Handover 206

8. Workout Eight: Rally the troops 207

People power 209

Beyond brandwashing – RSA Insurance 211

Step 1: Products people are proud of – Apple iPhone 216

Step 2: Hire the right people and treat them right – Pret a Manager 217

Step 3: Lead by example – innocent smoothies 220

Step 4: Sell the cake not the recipe – Hellmann's 221

The five-month itch 223

Key takeouts 224

3-part action plan 224

Handover 225

References 227

Index 231