Brand Hustle

How do impatient organisations build profitable brands, fast? The business world is obsessed with short-term results. Efficiency and cost-saving drives decision making. Marketers must do more with less. Yet marketing principles require patience and long-term strategies to see effect. As a result our brands are suffering. What to do?

It's time to reinvent marketing. To challenge what we have come to accept as the norm and to remember that a brand's value relies on our ability to hustle better than the next; to solve a customer's problem better, to be faster to mind and faster to hand. You will learn the four key foundations for growth:

1. Find your consumers' most valuable problem
2. Design a clear solution that delivers results
3. Embed memories that last a lifetime
4. Sell experiences that drive future profit and growth.

This book is not a guide for the feint-hearted. It's for brave brand custodians, leaders, founders, CMOs and CEOs alike. It includes the good, bad and ugly of brand-building experience from Mars® and Schweppes®, to Four Pillars® gin, Oakley® and the Holden Commodore®. Don't wait until you drown. Get laser focused, build the foundations and apply force, with hustle.

About the Author

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®.