Lean Brands by Pedroza, Luis -- Read -- Imperial Library of Trantor

Index

Cover Page Title Page Copyright Dedication Acknowledgments Contents The Pre-Journey

A Brand-Building Manual

Part 1: Assemble Your Toolkit

1 The Ninja

What Do Ninjas Do? Plan Your Attack

2 See the New Battleground

Reframe Your Perspective Get Ready for Lots of Change The Five Stages of the Category Lifecycle Create a Value Advantage Reposition to Create a Better Local Offering Plan Your Attack

3 Know Yourself, Know Your Enemy

Construct a Competitive Blueprint Size Matters Deconstruct Your Growth Potential Plan Your Attack

Part 2: Define Your Strategy

4 Get Lean and Mean

One Size Does Not Fit All Brands Matter Reverse Innovation Stage-Gate Approach The Lean Approach Seeing Lean Brand Building in Action Plan Your Attack

5 Choose Your Stance

Being a Pioneer Crafting a Compelling Brand Positioning Levi's Japan Domino's Korea Coca-Cola/Minute Maid China L'Oreal India Mizone Plan Your Attack

6 Adapt to Win

Getting Better All the Time Think Global, Act Local What Should You Adapt? The Evaluation Process Brand Alliances Semiotics Word of Mouth Country of Origin (COO) Usage Occasion Special Occasions Everyday Occasions Style Fit Country Personality Individualism Group Personality Styles Celebrity Effect Cultural Fit What's in a Name? Plan Your Attack

Part 3: Bring It to Life

7 Step Up and Disrupt

Disruptive Growth, Startup Growth Adopt Disruptive Technology Plan Your Attack

8 Make It Happen

Team Spirit Make Your Communication Inspirational and Strategic Make It Memorable Make It Relevant Plan Your Attack

9 Get Creative

Merge Your Intuition with Analysis Innovation Validatation Plan Your Attack

Conclusion: The Secret Traditions of the Global Brand Builder

The Ninja See the New Battleground Know Yourself, Know Your Enemy Get Lean and Mean Choose Your Stance Adapt to Win Step Up and Disrupt Make It Happen Get Creative

Notes Index About the Author