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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.
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EAN: 9781398618572
Edition: 1
Published:
Format: 234 x 156
264 pages

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About the book

How can senior marketing leaders drive sustained brand growth amid shifting industry priorities?

Effective Brand Building offers strategic, authoritative guidance to executives committed to transforming brand investment into long-term, measurable results. As short-term tactics dominate, this book refocuses on proven frameworks and governance models that align brand strategy with overarching business objectives.

You'll learn how to:
- Apply best-practice models to embed brand building within organizational processes
- Leverage expert insights from award-winning marketer Andrew Geoghegan
- Use data-led approaches to measure impact and maximize ROI
- Analyze real-world examples from McDonald's, Apple, Mondelez and Unilever
- Develop leadership strategies that deliver consistent, scalable growth


This essential guide equips senior professionals with the tools to lead brand initiatives that deliver reliable, repeatable results, securing competitive advantage and lasting market relevance.


Themes include:
Brand building strategy, Governance, ROI measurement, Leadership, data-driven decision making, industry best practices

About the authors

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.
  • 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.
  • Sherilyn Shackell, Founder and Global CEO, The Marketing Academy

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