The Brandgym

Alfonso Argudin, CMO, Grupo Bimbo

thebrandgym is a refreshingly simple, practical guide to boosting brand and business performance in a digital age. This new and updated edition 'reboots' the whole brand vision to action process, to be fit for purpose in today's digital age, and is illustrated with inside stories from brand leaders such as Snapchat, Airbnb, Burberry, Dove, Lego and many others.

Leaders from these companies share their tips and tricks for success, and warn you of the traps to avoid, while the programme of 11 Workouts is packed with practical tools and tips to raise your game in key areas including insight, brand positioning, innovation and internal engagement.

The comprehensive programme covers four key stages of growth creation:

• Brand-led Growth: focusing branding on driving profitable growth by 'Following the Money', not the latest marketing trends including pruning the portfolio to concentrate on fewer, bigger brands
• Bring Your Vision to Life: blending the best of digital and human insight to create an inspiring and purposeful positioning that is then brought to life to align and engage the team delivering the brand
• Grow the Core: driving distinctiveness through product, service, identity and communication including the use of digital technology to upgrade or even re-invent your core business. Expanding distribution, including harnessing exciting new digital routes to the consumer
• Stretch from the Core: extending and then stretching the core using products and packaging, including innovative new ways to deliver your brand promise using digital technology.

'the brandgym has been an invaluable partner over the last 20 years. In this new edition, David and the team have kept ahead of the trends and re-invented themselves for the digital age.'

Andrea Quaye, Vice President Marketing, AB InBev

'There's no better way to strengthen your marketing muscles than a trip to the brandgym. This latest edition tackles the challenge of branding in a digital era with insight and experience: a unique opportunity for marketers to update their marketing toolkit.'

Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business

'In this reboot of the brandgym David Taylor shares the key insights you need to focus on to ensure your brand connects with a greater sense of purpose, and doesn't get lost in the noise of digital marketing.'

Garry Ridge, President & CEO, WD-40 Company

'Full of practical advice for growing brands in the digital age, the brandgym is a must-read for anyone who wants to become a better brand strategist.'

Alfonso Argudin, CMO, Grupo Bimbo

'There is nothing as practical, or as up to date, or all challenging as the brandgym. It combines the rigour of a good MBA course with the latest developments from the world of branding.'

Mark Ritson, Associate Professor of Marketing, Melbourne Business School

'It's great to see David Taylor renovating his own offer with this new edition of the brandgym. The practical, easy-to-read frameworks are brought to life with great examples without the jargon that fills our digital world.'

Carol Welch, Managing Director, Odeon Cinemas UK & Ireland

'As a marketing leader, you will feel much more confident about the fast changing digital world after reading this book. the brandgym is a powerful toolkit to re-discover and re-invent the fundamentals of building brands that last.'

Lale Saral Develioglu, Chief Marketing Officer, Pladis Global

David Taylor is founder and Group Managing Partner of the brandgym and has led the writing of this book. He has been named one of the world's 50 leading marketing thinkers by the CIM.

He started his career in brand management with P&G before doing an MBA at INSEAD. He then started and successfully grew the Paris office of marketing consultancy Added Value, prior to starting the brandgym in 2002.

the brandgym is a global network of senior-only brand coaches and the whole team has contributed to this fully updated and expanded 3rd edition of this book.