Effective Brand Building: Unlock Growth with Strategy, Insights, and Measurement

Investment and focus on brand building skills have 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 struggle to deliver reliable, long-term growth. Effective Brand Building is here to change that. It provides practical, everyday wisdom in how to drive effective growth for brands for the long and short term, in synch with 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 to create 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 McDonald's, Mondelez, Apple, and Unilever, this book will help marketers ask the right questions in order to create the best conditions in their businesses for effective brand building.

Table of Contents:
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?;

About the Author :
Andrew Geoghegan is an experienced CMO and brand strategist who has held senior roles at businesses including Diageo, PepsiCo, William Grant & Sons, and PZ Cussons. Based in London, UK he has worked on brands including Guinness, Johnnie Walker and Tropicana. His paper on creating a culture of effectiveness at Diageo 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.

Review :
"Very rarely do you find a book that tells you everything you need to know about its subject matter. This is such a book. And we will make it mandatory reading for every single marketer we teach. Because, it's that good." "Effective Brand Building is a beacon of clarity in a muddled marketing era. There is truth, provocation and practical help dripping from every page. Andrew has written the brand-building/effectiveness textbook for our times." "Effective Brand Building helps you take control and focus on what truly matters for growth. Andrew has always been a far-sighted visionary who could see as marketers are increasingly overwhelmed by data, they needed a resource that could strip things back to what truly makes a difference. This is that book - essential reading for all marketers who want to drive sustainable growth." "Practical and thoughtful and wise. Andrew's book sets out a positive and achievable route to successful brand building. It's especially strong on how to cajole the organisation and the commentary on how to use data is spot on. Highly recommended." "Andrew is such a gifted human - incredibly smart, curious, thoughtful - always willing to share his knowledge and wisdom. This book now allows for that pragmatic, practical wisdom to be shared far and wide, helping marketers work out what to do to make their organisations grow." "Andrew has written the perfect practical 'users guide' for anyone responsible for brand growth. He combines learning from academia with his own experience of commercial application to cover every aspect of brand strategy and execution. This is no 'one view of the world' dogma, it simply puts down what works in a way that anyone could apply." "Andrew Geoghegan is one of the most insightful marketers of his time. I urge you to rely on Andrew to guide you with this book, enabling you to have a successful marketing career." "This ingenious book will help equip marketing leaders and their teams with cross-industry knowledge and approaches for effective brand building. With Andrew's book in hand marketers will be better armed to tackle the internal and external barriers to growth." "The more things change the more they stay the same. As the world evolves ever more rapidly this book is a brilliant distillation and reminder of how to build brands amidst the chaos and hype." "There are many books that focus on the theory of building brands. Not enough about the practice. Andrew's years of experience means he not only knows what to do, but how to do it. This is a practical book that is applicable across categories."