Never Mind the Sizzle...Where's the Sausage: Branding based on substance not spin

Never Mind the Sizzle... is an irreverent story packed full of practical tips, tricks and tools that reveal how to:

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.

David Taylor is one of the world's 50 most important marketing thinkers’ according to the CIM. He is the author of three books on branding published by John Wiley: The brandgym, Brand Stretch and brand vision. David is the founder and Managing Partner of the brandgym, a consultancy that coaches teams to create a clear brand vision and the action plan to turn this into growth. He has led brand vision projects for many top brands including Hellmann's, T-Mobile, Persil and Bertolli.