- Understand what brand building is and why it's important
- Provides tools and frameworks to build a repeatable methodology that works for your brand time and time again
- Includes diverse, cross-industry insight from experts and practitioners of successful global brands
- Contains real-world examples from brands such as Manchester United, Diageo, Verizon and Who Gives a Crap
Effective Brand Building
Unlock Growth with Strategy, Insights, and Measurement
Develop a brand building strategy to deliver short and long-term growth for your business and maximize the effectiveness of your marketing spend.
Key features at a glance
EAN: 9781398618572
Edition: 1
Published:
Format: 234x156
272 pages
About the book
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.
About the authors
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.
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