From a marketing expert with nearly three decades of worldwide brand development experience working with some of today’s most recognizable and successful brands—including Dove, McDonald’s, and Vicks—comes a comprehensive and accessible guide to brand-building in today’s global marketplace.
Spark demystifies the process of building a brand in today’s increasingly competitive, crowded marketplace. Written by marketing expert Paddy Rangappa, who has worked with some of the most successful global brands—including Dove, McDonald’s, and Vicks—this book provides a practical framework to help readers navigate the various stages of brand-building, including:
— How to cultivate insight to address a specific business challenge — How to construct a full business plan around that challenge — How to leverage a plan for revenue growth
Filled with case-studies of how successful global brands were established from the ground up and featuring brand strategies and tips for developing successful brand campaigns with ad agencies, Spark is a helpful and practical guide for any professional committed to growing and nurturing a powerful brand.
Paddy Rangappa has worked in marketing for more than twenty-six years. After over a decade in Procter & Gamble in India, Indonesia, and Singapore, he became vice president, brand development for McDonald’s in Asia Pacific, Middle East, and Africa (APMEA) and developed strategies to significantly grow breakfast, beverages, and desserts, especially the McCafé brand, across APMEA. Outside work, Paddy is an avid tennis player and a freelance writer. He has also taught Integrated Marketing Communications (IMC) to senior undergraduates and MBA students at the Singapore Management University (SMU). He has authored a bi-weekly humor column called Flip Side in the Indian newspaper DNA and has contributed to several publications like The Hindu,Campaign Asia, Strait Times, Mail Today, Prime, tabla!, and others. He is the author of Been There Bungled That and Spark.