Brand-Led Growth


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How the brandgym helps change agents create brand-led growth

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Brand-Led Growth

  1. 1. Helping Brand Change Agents Achieve their Ambitions David Taylor Founder & Managing Partner 12 th September 2008
  2. 2. Fast facts <ul><li>Founded in 2001 </li></ul><ul><li>Now a network of 8 senior brand coaches </li></ul><ul><li>Partnership model: each partner owns and runs their business </li></ul><ul><li>Based in London, Amsterdam, Buenos Aries, Mexico City.... </li></ul><ul><li>.... but work globally: Europe, USA and Asia </li></ul><ul><li>One service: brand-led growth </li></ul>
  3. 3. What we do <ul><li>Help &quot;brand change agents&quot; achieve their ambitions: CEOs or Marketing Directors, often in challenging new roles </li></ul><ul><li>Support in transforming their businesses through creating brand-led growth </li></ul><ul><li>Working with their team to create an inspiring brand vision and growth ideas to make it happen, both innovation and core renovation </li></ul>
  4. 4. Personal service from senior coaches <ul><li>Coaches with 15-20 years experience </li></ul><ul><li>Each coach leads only 2-3 projects at a time: deeper, longer, more personal relationships </li></ul><ul><li>A pair of partners work on bigger projects </li></ul>Founders/Partners Directors Managers
  5. 5. About David Taylor <ul><li>Founder and Managing Partner </li></ul><ul><li>&quot;One of the world's 50 most important marketing thinkers&quot; (Source: CIM) </li></ul><ul><li>Clients include Unilever, Tesco, Jordans, BBC, RSA and T-Mobile </li></ul><ul><li>Author of 5 books: “The brandgym&quot;, “Brand Stretch&quot;, &quot;Brand Vision&quot;, &quot;Where's the Sausage?&quot; and &quot;Grow the Core&quot;. Writes one of Europe's Top 10 branding blogs, and articles for The Marketer, Brand Strategy, Marketing, The Guardian and Market Leader </li></ul><ul><li>21 years in branding: prior to the brandgym, ran the Paris office of Added Value (now part of WPP), after beginning in brand management with P&G and getting an MBA from INSEAD. </li></ul>
  6. 6. Growth stories <ul><li>Brand vision and innovation roadmap , to help transorm a technology-led business into a consumer-led one </li></ul><ul><li>Corporate brand transformation to differentiate from the &quot;sea of blue&quot; in insurance: brand vision, architecture, culture, service innovation </li></ul><ul><li>&quot;Bottling the brand magic&quot; of Britain's best business, and how to evolve it over the next 3 years </li></ul><ul><li>Brand positioning and architecture , driven through into a re-launch mix: design, communication, renovation </li></ul><ul><li>Product portfolio and growth strategy , in a &quot;culturally sensititive&quot; way for this creative, dynamic business </li></ul><ul><li>Brand portfolio strategy and positioning for the healthy dairy business of Russia's biggest FMCG company </li></ul>
  7. 7. Growth stories <ul><li>&quot;T he brandgym help ed us create an inspiring brand vision, but also a n 8 quarter innovation roadmap. This focus ed us on fewer, bigger ideas , chang ing the way the whole business works. The engagement and alignment of the team ha ve been transformed. &quot; Phil Chapman, CMO </li></ul><ul><li>&quot;W e picked the brandgym over much bigger agencies because of the ir hands-on, personal service and top-notch thinking. They inspired and guided the board to create a new brand vision and architecture, and helped transform RSA from a product-led to brand-led organisation. &quot; Gordon Henderson, Brand and Strategy Director </li></ul><ul><li>T here ' s no better company to supercharge your brand thinking. They challenged us to think about the bigger, longer-term brand issues. We came out of the process with several important initiatives that we are already implementing. &quot; Lance Bachelor, Marketing Director </li></ul><ul><li>&quot;We w ere under pressure to deliver results fast when we hired the brandgym. The ir &quot;hothouse&quot; process took us and our partner agencies from a standing start to a sharper positioning, simplified architecture and revamped marketing mix in just 12 weeks. &quot; Carol Welch, Marketing Director </li></ul>
  8. 8. Why brand change agents hire us <ul><li>Speeds up the process, forcing team to set and hit deadlines </li></ul><ul><li>Challenge and inspiration to supercharge their team's thinking and ideas </li></ul><ul><li>Expertise in process design and facilitation to build team energy and alignment </li></ul>
  9. 9. Coaching, not consulting “ Building strategy & innovation with you, not for you” <ul><li>Category & brand expertise </li></ul><ul><li>Selecting/leading the team </li></ul><ul><li>Co-creation & ownership of strategy </li></ul><ul><li>Implementing the action plan </li></ul>Your team <ul><li>“ Mental sparring partners” </li></ul><ul><li>Brand vision experience on 100+ projects, across sectors </li></ul><ul><li>Process design: team journeys to build energy </li></ul><ul><li>Facilitation </li></ul>brandgym
  10. 10. Ideas, ideas, ideas <ul><li>No management means time for R&D </li></ul><ul><li>6 books, and one of Europe's Top 10 branding blogs </li></ul><ul><li>A rich source of inspiring cases and models to help frame thinking </li></ul>
  11. 11. Team Journey: example 1. INSIGHT 2. IDEAS <ul><li>Kick-off </li></ul><ul><li>Insight mining </li></ul><ul><li>Stakeholder interviews </li></ul><ul><li>Fresh insight </li></ul>- VISION WORKSHOP: . Insight springboards . Future vision exercises Weeks 1-3 Week 4 5. DELIVER - Implementation by brand/agencies - Possible &quot;100 Day Workshop&quot; Week 12+ 3. EXPLORE <ul><li>Bring to life the ideas </li></ul><ul><li>Consumer exploration </li></ul>Week 12 4. ACTION - ACTION WORKSHOP . Finalise brand vision . 8 Quarter plan: &quot;Brand Chapters&quot; . Pre-briefs for mix Weeks 5-11 (inc. consumer work)
  12. 12. Summary: brandgym on a page <ul><li>A network of 8 senior brand coaches </li></ul><ul><li>Helping ‘brand change agents’ achieve their ambitions, by creating an inspiring brand vision and ideas to make it happen </li></ul><ul><li>Leaders in brand thinking : 6 branding books, one of Europe's top 10 branding blogs, regular conference speaking, numerous articles in leading publications </li></ul><ul><li>Track-record with top companies including Tesco, Unilever, Mars, Nokia, Cadbury, Danone and the BBC </li></ul>
  13. 13. Contact <ul><li>brandgym worldwide </li></ul><ul><li>David Taylor </li></ul><ul><li>134 Felsham Road </li></ul><ul><li>London SW15 1DP </li></ul><ul><li>United Kingdom </li></ul><ul><li>M: + 44 (0) 77 89 20 25 64 </li></ul><ul><li>T: + 44 (0) 208 785 6760 </li></ul><ul><li>F: + 44 (0) 208 785 6761 </li></ul><ul><li> </li></ul><ul><li>W: </li></ul><ul><li>Blog: </li></ul>
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