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The Brand Gym: A Practical Workout for Boosting Brand and Business
John Wiley and Sons Ltd (
24 October, 2002 )
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Good- if youre the boss  |
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This book is full of common sense and readable, if laboured, arguments. As a reference guide to implement on Monday morning, it lacks a little for a lowly product manager. Aimed at a marketing director, there a lessons for everyone, but I found it a little demoralising as many of the actions are board-level. In these days of empowerment, one should clearly manage ones manager, but trying to turn this in to a full time job is riskier than launching a brand wannabe
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From black box to true insight  |
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In a world with to much mystique and discussion about the value of brands finally a book that in a straightforward fashion unravels the essentials of a brand. Clear frameworks brought to live with plenty of case examples make it entertaining and worthwile to read. After reading this book one cant wait to apply the theory.
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Sign me up to this Gym ! |
Imagine a cook book which described the flavours of the most wonderful dishes, showed beautiful illustrations - but then gave you no instructions how to make them yourself ! Sound fanciful ? Well I would argue such a description is entirely accurate of most so called " self help " books in the area of marketing and brand management. Long on theory and jargon - short on what to actually do !!The Brand Gym is a hugely welcome exception to this trend. Its clearly written by a man whos worked at the coalface of senior brand management, who understands the theory but , more importantly, also the practical pitfalls, the human issues , and the good old fashioned plain bad luck that can derail the best laid plans. The Brand Gym is crammed full of practical tips to build performance - both your own and your brands . It tells you the problems to avoid - and ways to get out of them if its too late ! I think its an invaluable tool kit that you can keep going back to again and again. To anyone working in the marketing arena this book is a must. To anyone working in a more general management role - read it anyway, good advice is useful in any sphere !
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