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| 作者简介： David Taylor is Founder and Managing Partner of the brandgym, a consultancy helping teams develop action-oriented brand strategies. He has worked with many highly acclaimed and well-respected companies such as Unilever, SAB Miller, Danone, Cadburys and Blockbuster to help them boost brand and business performance. He was recently named by the CIM as one of the 50 leading marketing thinkers of today. He began his career in brand management with Procter & Gamble and Sara Lee before completing an MBA at INSEAD, France. He then started and successfully grew the Paris office of Added Value, Europe's leading marketing consultancy. His first book, 'the brandgym: A practical workout for boosting brand and business’ was published in 2002 and quickly became Amazon UK’s best selling branding title. He has also written many articles for Marketing, Brand Strategy, Marketing Business and Market Leader, and is a regular speaker at branding conferences. |
| Preface Acknowledgements 1.Brand stretch – or brand ego trip? Extension advantages So why does the success rate suck? Virgin: The biggest ever brand ego trip? Shotgun weddings Quitting the brand ego trip Brand added value Dove: Brand added value in action The Brand Stretch workout Key takeouts Checklist 1: Brand Stretch – or brand ego trip? 2.Step One: Strengthen the core In shape to stretch? The heart of a healthy brand Anchoring the core range Bud and Bud Light: Sun and planets Risky business Tango: Taking the eye off the orange ball Key takeouts Checklist 2: Strengthen the core 3.Step Two: Vision GPS for brands 30 The masterbrand challenges Less myopic marketing Blockbuster: Out of the video box Climbing the brand ladder Pampers: From bottoms to babies Axe: Ladders and snakes Elastic brands Key takeouts Checklist 3: Vision 4.Step Three: Ideas Start close to home Moving out Innovation shortcuts The fairytale world of innovation Starbucks’ Frappuccino: Real world innovation Innokill survival kit Key takeouts Checklist 4: Ideas 5.Step Four: Focus Meet the seven dwarves Heroes or zeroes? Bertolli: Virtual venture capital Dimension one: Brand vision building Dimension two: Show me the money The easyGroup story: Murder on the balance sheet easyGroup summary Alternatives to going it alone Key takeouts Checklist 5: Focus 6.Step Five: Delivery Underestimating execution Nescafé Hot When You Want: Not so hot execution Brand damage Brand and deliver The Apple iPod: White hot execution Delivering the promise Key takeouts Checklist 6: Delivery 7.Step Six: Brand architecture The Sorcerer’s Apprentice Architecture for brands Houses versus streets Mono-platform brands Multi-platform brands Lego: Building blocks of a new future When the rubber hits the road Comfort: Designing a turnaround Let’s go round again Key takeouts Checklist 7: Brand architecture Appendix 1: Masterbrand positioning tips and tricks Appendix 2: Example masterbrand positioning tool Appendix 3: Masterbrand positioning tool template References Index |
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