Table of Contents

Introduction.

DAY 1 What your brand is and what your brand isn't.

DAY 2 Your brand benchmark test.

DAY 3 Finding your authentic purpose.

DAY 4 Ambition and desire: what do you actually want from this?

DAY 5 From personal ambitions to rational intent: brand strategy

REAL BRAND STORY: bpha.

DAY 6 Talent: recognizing it and developing it.

DAY 7 Establishing your brand values.

REAL BRAND STORY: Adnams.

DAY 8 Putting your brand in context: finding out what's out there.

DAY 9 and 10 Use your imagination.

REAL BRAND STORY: BeWILDerwood.

DAY 11 Who don't you want to sell to?

DAY 12 Exploring your brand through the six-legged spider.

DAY 13 Refining your unique brand essence.

DAY 14 Understanding brand 'positioning'.

REAL BRAND STORY: Bray's Cottage Pork Pies.

DAY 15 Creating the narrative.

THE EXPERT VIEW: Tracy Kenny, Aviva.

DAY 16 Your brand name: how to get it right and how to avoid pitfalls.

REAL BRAND STORY: Voluntary Norfolk.

DAY 17 Creating the internal brand positioning statement.

DAY 18 Shaping the external brand positioning line.

REAL BRAND STORY: Anthony Nolan.

DAY 19 Nurturing your greatest resource: you.

DAY 20 Do-it-yourself media relations.

THE EXPERT VIEW: Gordon Maw, MAW Communications.

REAL BRAND STORY: Jess Morgan.

DAY 21 How not to waste your advertising budget.

THE EXPERT VIEW: Chris Murphy, Chairman, balloon dog.

DAY 22 Making your brand come alive online.

THE EXPERT VIEW: Mark Cook, Marketing Director, Further Search Marketing.

THE EXPERT VIEW: Stephanie Diamond, President, Digital Media Works, Inc.

THE EXPERT VIEW: Fiona Ryder, Chief Executive Offi cer, StreamExchange.

DAY 23 A brilliant brand at every touch-point.

REAL BRAND STORY: Mr. Site.

DAY 24 Design matters.

THE EXPERT VIEW: Scott Poulson, founder of Special Design Studio.

DAY 25 Your personal brand behaviour.

DAY 26 How to get your staff to live your brand.

THE EXPERT VIEW: Caroline Rust, owner of WorkShopsWork.

DAY 27 Why cheaper isn't always better.

DAY 28 What to do when your brand gets things wrong.

DAY 29 Brand extension: opportunities and dangers.

REAL BRAND STORY: What makes Pret special?

DAY 30 Next steps.

MY REAL BRAND STORY: Hemsby & Newport.

References and further reading.

Real Brand Story and Expert View Contributors.

Brand Strategy Guru Speaking and Consultancy.

About the Author

Simon Middleton, The Brand Strategy Guru, is a leading specialist brand consultant. His work has included brand strategy and campaigns for companies like Deloitte, Barclays, British Airways, Norwich Union, Denplan, pharmaceutical giant Merial, and Britain's best known sandwich chain, Pret A Manger. He has also advised numerous charities on their specific brand strategy, including St John Ambulance, the Anthony Nolan Trust and Comic Relief.
Simon presents master classes and keynotes all over the world and is a regular commentator on all things 'brand' for the BBC, Sky News and Five News among others. His TV series The Brand Effect is the first in-depth look at brands and branding on British television.

Reviews

'...lays out [all] the right questions for anyone launching a brand.' (Director, June 2010).