Spark addresses the important issue of growing bands in an increasingly competitive, crowded market place. Written by an expert in marketing, here is a book that demystifies the esoteric subject of brand-building. Spark achieves this by providing a practical framework. It handholds the reader through the various stages of brand-building—how to generate an insight to address a specific business challenge; how to construct a full business plan around it; and how to leverage such a plan for revenue growth. Rich in case-studies of successful global brands like Dove, McDonald’s and Vicks VapoRub, and replete with brainstorming tips and catchy acronyms for developing successful brand campaigns with ad agencies, Spark offers a lifeline to the professional committed to building 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.
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