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.
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 fundamentals of consumer behaviour?; Chapter 03: What are the conditions required for brands to thrive in my organization?; Chapter 04: How do I ensure I have the right marketing capability?; Chapter 05: What are the characteristics of effective brands?; Chapter 06: How can understanding brand strength and the drivers of consumer demand help effective brand building?; Chapter 07: Consumer insights; Section TWO: Creating an effective brand strategy where to win; Chapter 08: What is brand strategy?; Chapter 09: What is the situation my brand faces?; Chapter 10: What is my brand's ambition?; Chapter 11: How do I prioritize opportunities for growth?; Chapter 12: What are the fundamentals of an effective brand strategy?; Section THREE: How to win and keep winning; Chapter 13: What are the fundamentals of creative ideas and media connections?; Chapter 14: How do I turn strategy into a plan?; Chapter 15: How do I bring the plan together?; Chapter 16: How do I 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 fundamentals of consumer behaviour?; Chapter 03: What are the conditions required for brands to thrive in my organization?; Chapter 04: How do I ensure I have the right marketing capability?; Chapter 05: What are the characteristics of effective brands?; Chapter 06: How can understanding brand strength and the drivers of consumer demand help effective brand building?; Chapter 07: Consumer insights; Section TWO: Creating an effective brand strategy where to win; Chapter 08: What is brand strategy?; Chapter 09: What is the situation my brand faces?; Chapter 10: What is my brand's ambition?; Chapter 11: How do I prioritize opportunities for growth?; Chapter 12: What are the fundamentals of an effective brand strategy?; Section THREE: How to win and keep winning; Chapter 13: What are the fundamentals of creative ideas and media connections?; Chapter 14: How do I turn strategy into a plan?; Chapter 15: How do I bring the plan together?; Chapter 16: How do I approach measurement?;
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