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

Can it really be as complicated as all the argon-heavy books suggest?

Isn't it just about using advertising spin and a nice logo to cover up a second-rate product?

Bob Jones is asking these questions as he reluctantly leaves the sales department of Simpton's Sausages to start a one-year placement in brand management. He finds a business is in crisis, with his new boss' plans set to make things a whole lot worse. Bob brave and often comical battle to cut through the bull and buzzwords and save the business is an entertaining way for anyone to find out about delivering a brand based on substance, not spin.

"A great tool for aligning and energising every employee behind the idea of delivering the brand,m that can be read and used by everyone from the CEO to the call centre."
—Phil Chapman, Chief Marketing Officer, T-Mobile

"Maybe the most enjoyable and productive 2 hours of reading you'll have done in years! A refreshingly original book that brings important lessons alive in a vivid, memorable way, for the novice and expert alike."
—Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business

"From CMOs seeking a refresher to enthusiastic amateurs looking for light-hearted fun, this book reminds you of the essential truths of successful marketing in a humorous, engaging and simple way."
—Tim Seager, UK Marketing Director, Scottish & Newcastle

"If you want to capture and communicate the essence of your brand, this is book is full of practical tips, delivered in an inspiring and entertaining format"
—Andy Weston-Webb, President Mars Snackfood Europe

"Packed with entertaining insight and wisdom about brands, this innovative tool for learning and development explains what marketers must focus on to achieve both business and personal success."
—Andy Bird, Founder and Managing Director, Brand Learning

"I couldn't put this down. By following the trials and tribulations of the hero (think "Bridget Jones" meets "The Office"), you learn more about branding than in any tedious academic book."
—Pierre Chandon, Professor of Brand Management , INSEAD

www.wheresthesausage.com

1. Cut through the bull and buzzwords and discover how branding can create growth, not hot air.

2. Get deep insight into y our consumers without breaking the bank on expensive research.

3. Create a big brand idea that makes your marketing more effective.

4. Get your boss on board by bringing to life your vision and selling its value.

5. Win your consumer's heart and mind by creating a potent mix of product "sausage" and "emotional sizzle".

6. Stand out from the crowd by using every bit of your marketing mix to differentiate your brand.