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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: 03 Jan 2025

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.

Andrew Geoghegan

Section - ONE: Introduction to effective brand building;
- Chapter - 01: What is effective brand building and why is it important?;
- Chapter - 02: What are the fundamentals of consumer behaviour?;
- Chapter - 03: What are the conditions required for brands to thrive in my organization?;
- Chapter - 04: How do I ensure I have the right marketing capability?;
- Chapter - 05: What are the characteristics of effective brands?;
- Chapter - 06: How can understanding brand strength and the drivers of consumer demand help effective brand building?;
- Chapter - 07: Consumer insights;
Section - TWO: Creating an effective brand strategy – where to win;
- Chapter - 08: What is brand strategy?;
- Chapter - 09: What is the situation my brand faces?;
- Chapter - 10: What is my brand’s ambition?;
- Chapter - 11: How do I prioritize opportunities for growth?;
- Chapter - 12: What are the fundamentals of an effective brand strategy?;
Section - THREE: How to win and keep winning;
- Chapter - 13: What are the fundamentals of creative ideas and media connections?;
- Chapter - 14: How do I turn strategy into a plan?;
- Chapter - 15: How do I bring the plan together?;
- Chapter - 16: How do I approach measurement?;

Reviews

Sherilyn Shackell, Founder and Global CEO, The Marketing Academy

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.

Laurence Green, Director of Effectiveness, The Institute of Practitioners in Advertising (IPA)

Effective Brand Building is a beacon of clarity in a muddled marketing era. There is truth, provocation and practical help dripping from every page. Andrew has written the brand-building/effectiveness textbook for our times.

Syl Saller, CBE

Effective Brand Building helps you take control and focus on what truly matters for growth. Andrew has always been a far-sighted visionary who could see as marketers are increasingly overwhelmed by data, they needed a resource that could strip things back to what truly makes a difference. This is that book - essential reading for all marketers who want to drive sustainable growth.

Dr Grace Kite, Founder, Magic Numbers

Practical and thoughtful and wise. Andrew's book sets out a positive and achievable route to successful brand building. It's especially strong on how to cajole the organisation and the commentary on how to use data is spot on. Highly recommended.

Ellie Norman, Chief Marketing Officer, Formula E

Andrew is such a gifted human - incredibly smart, curious, thoughtful - always willing to share his knowledge and wisdom. This book now allows for that pragmatic, practical wisdom to be shared far and wide, helping marketers work out what to do to make their organisations grow.

Helen Edwards, Director, Passionbrand and Adjunct Associate Professor of Marketing at London Business School

Andrew has written the perfect practical 'users guide' for anyone responsible for brand growth. He combines learning from academia with his own experience of commercial application to cover every aspect of brand strategy and execution.
This is no 'one view of the world' dogma, it simply puts down what works in a way that anyone could apply.

Rosie Phipps, Founder, Oxford College of Marketing and Oxford Professional Education

Andrew Geoghegan is one of the most insightful marketers of his time. I urge you to rely on Andrew to guide you with this book, enabling you to have a successful marketing career.

Sophie Devonshire, CEO, The Marketing Society

This ingenious book will help equip marketing leaders and their teams with cross-industry knowledge and approaches for effective brand building. With Andrew's book in hand marketers will be better armed to tackle the internal and external barriers to growth.

Mark Evans, Honorary Fellow, The Marketing Society

The more things change the more they stay the same. As the world evolves ever more rapidly this book is a brilliant distillation and reminder of how to build brands amidst the chaos and hype.

Russell Parsons, Editor-in-chief, Marketing Week and the Festival of Marketing at Centaur Media Plc

There are many books that focus on the theory of building brands. Not enough about the practice. Andrew's years of experience means he not only knows what to do, but how to do it. This is a practical book that is applicable across categories.

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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