Troy McKinna is a brand crusader, a problem solver and an entrepreneur fighting for the future of brands. He believes that brands not only connect products and services with consumers, but also act as a defendable growth strategy for organisations and start-ups alike. He has proven this time and time again growing some of Australia’s, and the world’s, most recognisable brands, including MARS®, SNICKERS® , SCHWEPPES®, GATORADE® and COOL RIDGE®. As an independent thinker, Troy finds opportunities where others haven’t. Once found, he thrives on challenging the status quo to commercialise the idea, and ultimately lead growth. This approach has consistently delivered results throughout his corporate career at blue chip companies, MARS®, SCHWEPPES®, Nestle and Nielsen. Now as co-founder of Agents of Spring, Troy helps organisations curiously seek out and creatively solve their customers’ most valuable problems. It is only by doing this that a brand can satisfy its customers, strengthen its P&L, beat the competition, attract the best talent and drive growth. Troy loves nothing more than ‘cracking the code’ that will inspire a brand’s growth. He practices what he preaches and is not afraid to back his ideas, applying his entrepreneurial flair in a range of start-ups. Everything you are about to read in this book, is a result of his knowledge, experiences and career, as well as his own personal journey as co-founder of Quest Beverages, building the brand Calm & Stormy from the bottom up (which you will read about within). Melbourne, Victoria.
Description
Contents About the author Acknowledgements Introduction PART 1 – FOCUSED Chapter 1 – Marketing AMBIGUITY: WTF is marketing? Chapter 2 – Marketing SCIENCE: Structure of consumer behaviour Chapter 3 – Marketing VALUE: Thrive at the top of the brand scorecard PART 2 – FOUNDATIONS Chapter 4 – Find PROBLEMS: Escape the office to meet your customers in the wild Chapter 5 – Design SOLUTIONS: Avoid the pizza with the lot Chapter 6 – Sell EXPERIENCES: Curate memorable moments Chapter 7 – Embed MEMORIES: Master Jedi mind tricks PART 3 – FORCE Chapter 8 – Develop LEADERSHIP: Trade, sacrifice and speed Chapter 9 – Put into PRACTICE: Learn from the Calm & Stormy case study Conclusion Connect with me Sources