Lean Brands

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Title: Lean Brands: Catch Customers, Drive Growth, and Stand Out in All Markets
Published by: Career Press
Release Date: April 1, 2020
Pages: 304
ISBN13: 978-1632651655


There’s no denying it. Business has become global, yet few people we meet in our everyday lives have any actual international experience to share. Markets are increasingly messy and rapidly evolving. Leaders know that they need to adapt, but they are usually too busy―and they’re unsure about what exactly to change.

Lean Brands provides a lean, agile approach to building global brands, helping you 1) quickly analyze your environment; 2) create a differentiated and meaningful brand positioning; and 3) bring your brand strategy to life on the ground, where it counts. You'll learn how to “recon” and take advantage of weaknesses of your competition, as well as hone in on what will work in new markets to make sure you are memorable.



“Everything you need to know to take your brand global. And going global is not an option today. That's where your future market is going to be.”
Al Ries, author of Positioning and The 22 Immutable Laws of Branding

“Filled with vivid, relevant case studies, Luis shows that brand success in tough global markets comes from having deep market knowledge, being lean and agile, creating real, meaningful differentiation, and executing creatively using tools that work. I was impressed by the ideas and guidance from this book and you will be as well.”
David Aaker, vice chair of Prophet and author of Strategic Market Management

“Luis shows what it takes to win in an increasingly multipolar world. Spiced with great examples, he brings to life the simple wisdom of what it takes to be locally relevant and globally efficient in building brands.”
Paul Polman, CEO of Unilever

“A must-read for every manager of global brands.”
Gerard J. Tellis, Neely Chair, American Enterprise, and Director of the Center for Global Innovation, USC Marshall School of Business

“Brand marketing is not a one size fits all approach. It’s not a set and forget mentality. It needs to be calculated and cautious to truly capture the heart of the customer, precise enough to capture and meet the emotional needs, disciplined enough to nail the customer’s needs and swift to adapt and adopt along the way. The metaphor to a ninja perfectly captures the core essence of the necessity and importance of global brand building in international markets.”
Don Meij, Chief Executive Officer of Domino's Pizza Enterprises

“Throughout my career, I had two colleagues I had truly admired. They had something I did not have, so I tried to learn from them. Luis was one of them. Filled with his global brand building experiences, this book will inspire the next generation of global marketers as it did for me, when I worked closely with him.”
Yong J. Park, CMO at Coway Co., and former VP, Global Product Marketing, Samsung Electronics

“A must read for every marketer with global ambitions. Packed with examples, Pedroza reveals how the Ninja approach drives exceptional brand performance. Personal, practical, powerful.”
Thomas Barta, author of The 12 Powers of a Marketing Leader

“Luis provides a generous dose of actionable, approachable global insight vital to any marketer today.”
Mark Schaefer, author of Marketing Rebellion


In Lean Brands, Pedroza provides an agile method for building strong brands, helping you make sense of your environment, so you can quickly create a differentiated brand positioning and then bring that strategy to life on the ground where it counts.

In part one, ASSEMBLE YOUR TOOL KIT, you will learn to conduct “recon” on your competition and fight to compete and win against larger, better-resourced opponents.

In part two, DEFINE YOUR STRATEGY, you’ll gain the tools to differentiate your brand based on the real needs of consumers and use lean brand-building techniques to create solutions to solve those needs quickly.

In part three, BRING IT TO LIFE, you’ll see how emerging technology can be leveraged to change the growth trajectory of your brand and discover how to improve the effectiveness of your content by ensuring your communication is on strategy, memorable, and presented in a format that can be easily adapted to meet local needs.
You will also learn how to improve the quality of your innovation by merging your intuition with analysis and using simple “creative hacks” to stimulate creative thinking.