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Never Mind the Sizzle...Where's the Sausage?
Branding based on substance not spin
David Taylor (Author)
9781841127699, Wiley
Paperback / softback, published 7 September 2007
168 pages
21.6 x 13.8 x 1.4 cm, 0.227 kg
"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)
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 !
Introduction xiii QUARTER ONE: Branding for business 1 1. January – The buzzword battle begins 3 2. February – Brand-led business 15 3. March – Elastic brands 27 QUARTER TWO: From insight to brand vision 35 4. April – Be the consumer 37 5. May – GPS for your brand 55 6. June – Brand trampoline 67 QUARTER THREE: Test-driving the vision 81 7. July – Show them the money 83 8. August – Consumer test drive 93 9. September – Don’t just think different, do different 105 QUARTER FOUR: The rubber hits the road 115 10. October – Rallying the troops 117 11. November – Making money, not movies 127 12. December – The sausage has landed 137 Index 145
Subject Areas: Business & management [KJ]
