Develop a brand building strategy to deliver short and long-term growth for your business and maximize the effectiveness of your marketing spend.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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 and in 2022 and 2023 he was recognised as one of the top 100 marketers by Marketing Week. He has written a regular column for Marketing Week since 2018.
Inhaltsangabe
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?
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?
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