The Brand Gym -- Contents -- What's new in Brandgym 2? -- Overview to The Brandgym Workouts -- Acknowledgments -- Introduction: Being a leader -- Being a leader is better - Hollywood gum -- Leader Brands need brand leaders -- Brand-led business -- Staying in shape -- Inside Tesco -- 1 Workout One: Follow the money -- Why branding still has a bad name -- Follow the money -- Business model vs. brand equity - Axe shaving and Special K bars -- Follow the money brief - Cointreau -- Key takeouts -- 3-part action plan -- Handover -- 2 Workout Two: Use insight as fuel -- Beyond findings to insights - Mucinex -- Don't understand the consumer. Be the consumer - Nike -- 360° insight -- Competition - Magnum -- Culture: looking at the bigger picture - Castrol -- Consumer: digging deeper to understand more - Harley Davidson -- Company: look within -- Key takeouts -- 3-part action plan -- Handover -- 3. Workout Three: Focus, focus, focus -- Focus is good -- The Danone story -- Different brand portfolio models - Gillette -- So, how many brands do you need? - Santander -- How many brands can you feed? -- Setting the right strategy - Cadbury Dairy Milk -- Key takeouts -- 3-part action plan -- Handover -- 4 Workout Four: Build big brand ideas -- The power of vision -- Beyond box filling to big ideas -- Insight fuel - Pampers -- What are you going to fight for? - T-Mobile -- Sausage and sizzle - Richmond sausages -- The story of your brand - Pampers -- Test drive the vision -- Time to sign up -- Make it real -- Key takeouts -- 3-part action plan -- Handover -- 5 Workout Five: Grow the core -- The heart of a healthy brand -- Snow White and the 17 Dwarves - Frito Lay.

Two ways to make a million (or five) - Heinz soup -- Core growth requires more creativity, not less -- Remember and refresh - James Bond -- Renovation waves -- 'SMS' (sell more stuff) - The Geek Squad -- Upgrade the core -- The power of packaging - innocent smoothies -- Core range extension - Ryvita -- Re-inventing the core - Warner Music -- Key takeouts -- 3-part action plan -- Handover -- 6 Workout Six: Stretch your brand muscles -- Building business, building brands - Gillette -- Why one in two innovations fail -- Why funnels don't work -- Rocketing - a new innovation paradigm -- Destination - Powerade -- Combustion -- Nozzle -- Expander - Post-its -- Key takeouts -- 3-part action plan -- Handover -- 7 Workout Seven: Amplify your marketing plan -- Brand chapters - Jordans Big Buzz -- Harnessing online media - T-Mobile Dance -- Product as hero - Dove -- Be brave, break codes - Cats like Felix -- Tighter briefs are better - NSPCC -- Key takeouts -- 3-part action plan -- Handover -- 8 Workout Eight: Rally the troops -- People power -- Beyond brandwashing - RSA Insurance -- Step 1:Products people are proud of - Apple iPhone -- Step 2:Hire the right people and treat them right - Pret a Manager -- Step 3:Lead by example - innocent smoothies -- Step 4:Sell the cake not the recipe - Hellmann's -- The five-month itch -- Key takeouts -- 3-part action plan -- Handover -- References -- Index.