Melbourne-based Agents of Spring co-founder Troy McKinna will release his first book this month. Titled Brand Hustle the book is a practical guide on how to build and grow a profitable brand quickly and includes interviews with leading marketers from Holden, ME Bank, Four Pillars Gin and Maltesers.
Drawing on his experience working with market leaders such as Mars, Snickers, Schweppes and Gatorade, along with his own start-up beverage company, Quest Beverages, McKinna has written a practical guide to building and growing a successful brand.
McKinna says the advantage for marketers lies in challenging the norm and remembering that a brand’s value relies on the ability to hustle better than the next; to solve a customer’s problem better, to be faster to mind and faster to hand. In the book he identifies the four key foundations for growth:
- Find your consumers’ most valuable problem
- Design a clear solution that delivers results
- Sell experiences that drive future profit and growth
- Embed memories that last a lifetime
Brand Hustle includes the latest in marketing science to support the approach, practical case studies from firsthand experience, as well as interviews with Australia’s leading marketers (such as Holden Commodore, ME Bank, Four Pillars Gin and Maltesers) on the good, bad and ugly of brand-building.
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