Never Mind the Sizzle...Where's the Sausage? : Branding based on substance not spin

ISBN-13: 9781841127699 / Angielski / Miękka / 2007 / 162 str.

David Taylor

Opis

Are you looking for a branding book that's a bit different? You've found it. Never Mind the Sizzle... is an irreverent story packed full of practical tips, tricks and tools that reveal how to cut through the bull and buzzwords of branding, get deep insight into your customers, create a big brand idea, get your boss on board, win the consumer's heart and mind and stand out from the crowd. Join the blog at wheresthesausage.com

Recenzje

"Taylor...passes on his wisdom in the style of a story giving tips on creating a successful brand along the way." ( Artisan, September 2007)

"A funny story cooked up inside a marketing book"  (Roe Valley Sentinel & Londonderry Sentinel, Wednesday 21st November 2007)

Spis treści

Introduction.

QUARTER ONE: Branding for business.

1. January The buzzword battle begins.

2. February Brand–led business.

3. March Elastic brands.

QUARTER TWO: From insight to brand vision.

4. April Be the consumer.

5. May GPS for your brand.

6. June Brand trampoline.

QUARTER THREE: Test–driving the vision.

7. July Show them the money.

8. August Consumer test drive.

9. September Don t just think different, do different.

QUARTER FOUR: The rubber hits the road.

10. October Rallying the troops.

11. November Making money, not movies.

12. December The sausage has landed.

Index.

O autorze

David Taylor is one of the world′s 50 most important marketing thinkers according to the CIM. He is the author of three books on branding published by John Wiley: The brandgym, Brand Stretch and brand vision. David is the founder and Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision projects for many top brands including Hellmann′s, T–Mobile, Persil and Bertolli.

Blurb

What on earth is branding all about?

Can it really be as complicated as all the argon–heavy books suggest?

Isn′t it just about using advertising spin and a nice logo to cover up a second–rate product?

Bob Jones is asking these questions as he reluctantly leaves the sales department of Simpton′s Sausages to start a one–year placement in brand management. He finds a business is in crisis, with his new boss′ plans set to make things a whole lot worse. Bob brave and often comical battle to cut through the bull and buzzwords and save the business is an entertaining way for anyone to find out about delivering a brand based on substance, not spin.

"A great tool for aligning and energising every employee behind the idea of delivering the brand,m that can be read and used by everyone from the CEO to the call centre."
Phil Chapman, Chief Marketing Officer, T–Mobile

"Maybe the most enjoyable and productive 2 hours of reading you′ll have done in years! A refreshingly original book that brings important lessons alive in a vivid, memorable way, for the novice and expert alike."
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business

"From CMOs seeking a refresher to enthusiastic amateurs looking for light–hearted fun, this book reminds you of the essential truths of successful marketing in a humorous, engaging and simple way."
Tim Seager, UK Marketing Director, Scottish & Newcastle

"If you want to capture and communicate the essence of your brand, this is book is full of practical tips, delivered in an inspiring and entertaining format"
Andy Weston–Webb, President Mars Snackfood Europe

"Packed with entertaining insight and wisdom about brands, this innovative tool for learning and development explains what marketers must focus on to achieve both business and personal success."
Andy Bird, Founder and Managing Director, Brand Learning

"I couldn′t put this down. By following the trials and tribulations of the hero (think "Bridget Jones" meets "The Office"), you learn more about branding than in any tedious academic book."
Pierre Chandon, Professor of Brand Management , INSEAD

www.wheresthesausage.com