Product Description

Using the attributes from real managers and directors who have built successful brands, this book offers a practical program of "workouts" that analyze the fundamental reasons behind the success of brands across a range of business areas. It will help brand managers ensure the healthy life of their brands by focusing on the attitudes, behaviors, and techniques that make sustained brand growth happen.

Product Details

• Amazon Sales Rank: #290711 in Books
• Published on: 2002-10-25
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 222 pages

Review
"…Taylor’s style is refreshingly down–to–earth, with loads of advice on how to grow your own brand…It is clearly signposted; excellent chapter summaries, short exercises to reinforce what you’ve just read…" (Marketing, 5 December 2002)

"…an excellent read for someone who is starting to develop the brand of their professional practice. …Overall, this is a likely to be a book you’ll read once, then keep digging in to from time to time when you need a little inspiration…" (PS. Advisor)

Review
"…Taylor’s is refreshingly down–to–earth, with loads of advice on how to grow your own brand…It is clearly signposted; excellent chapter summaries, short exercises to reinforce what you’ve just read…" (Marketing, 5 December 2002)

"…an excellent read for someone who is starting to develop the brand of their professional practice. …Overall, this is a likely to be a book you’ll read once, then keep digging in to from time to time when you need a little inspiration…" (PS. Advisor)

"…The key branding questions are addressed…this is vigorous, intelligent stuff, from someone who knows what he’s talking about…" (Marketing Business, January 2003)

Marketing Business, January 2003
"..The key branding questions are addressed..this is vigorous, intelligent stuff, from someone who knows what he's talking about.."

Customer Reviews

From black box to true insight
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 can't wait to apply the theory.

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. It's clearly written by a man who's 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 brand's . It tells you the problems to avoid - and ways to get out of them if it's too late ! I think it's 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 !

A practical, common sense tool-kit to branding
This is destined to become a must-read text for brand managers and marketing professionals.
If like me you're new to the world of brand management it will help to build your knowledge and give you an insight into the ingredients that create that vital spark to invigorate your brands.
If on the other hand you're a seasoned pro, I'm sure the Brand Gym will help you to stand back, throw away those rose-tinted specs and look at things with a fresh perspective.
It's obvious from page 1 that David Taylor knows what he's talking about.
I found the case studies fascinating - they are up-to-date and provide a great insight into the strategies that have sustained and reinvented some of the most famous brands in the world.
Taylor's writing style is refreshingly to the point and jargon-free, which draws you into the book - in summary I guess it's a bit like a tool-kit to help you take apart and re-construct your brand.
One final point - although the Brand Gym is sure to find a place in the offices of many brand managers, you should also take a look if you're thinking about a marketing career or are studying at uni. It makes a refreshing change to the dry, academic and outdated texts I was forced to digest!