Effective Brand Building

Develop a brand building strategy to deliver short and long-term growth for your business and maximize the effectiveness of your marketing spend.

Investment and focus on brand building skills has diminished across the marketing industry in recent years. But without the knowledge and understanding of how to build strong brands, marketers end up jumping between short-term tactics and aren't able to deliver reliable, long-term growth. Effective Brand Building is here to change that. Providing practical, everyday wisdom in how to drive more effective growth for brands for the long and short term, in a way which links to broader organizational goals and business processes. From award-winning marketer and columnist for Marketing Week, Andrew Geoghegan , this book is the ultimate guide to developing the skills and knowledge you need in order to develop a brand building strategy that delivers growth. Containing best practice frameworks, tools, and approaches to measurement, this book enables marketers to create repeatable results and maximize their return on investment. With real-world examples from businesses such as McDonalds, Mondelez, Diageo and Unilever, this book will help marketers ask the right questions in order to create the best conditions in their business for effective marketing.

Contains real-world examples from brands such as Manchester United, Diageo, Verizon and Who Gives a Crap

Auteur
Andrew Geoghegan is an experienced CMO and brand strategist who has held senior roles at businesses including Diageo and PepsiCo, and PZ Cussons. Based in London, UK he has worked on brands including Guinness, Johnnie Walker, Tropicana, and St Tropez. He won Gold, Best New Learning, and Best Use of Data from the IPA in 2020 with his paper on how to create a culture of marketing effectiveness. In 2022 and 2023 he was recognised as one of the top 100 marketers by Marketing Week and he has written a column for Marketing Week since 2018.

Contenu

• Section - ONE: Introduction to Effective Brand Building
• • Chapter - 01: What is effective brand building and why is it important?
  • Chapter - 02: What are the organisational conditions for brand building?
  • Chapter - 03: What are the foundations of a strong brand?
• Section - TWO: Effective Brand Strategy
• • Chapter - 04: What is the situation we face?
  • Chapter - 05: What is the destination?
  • Chapter - 06: How do you generate and apply consumer insights?
  • Chapter - 07: How do you identify opportunities for growth?
  • Chapter - 08: What are the fundamentals of an effective brand strategy?
• Section - THREE: How to Win and How to Keep Winning
• • Chapter - 09: What are the fundamentals of creative ideas & media connections?
  • Chapter - 10: How do you turn strategy into a plan?
  • Chapter - 11: How do you set KPIs and create a learning plan?
  • Chapter - 12: How do you approach measurement?