Title:
Grow the core : a practical workout to grow your core brand and business
Author:
Taylor, David, 1964-
ISBN:
9781118484715
Personal Author:
Publication Information:
Chichester, West Sussex, United Kingdom : John Wiley & Sons Ltd., [2013]
Physical Description:
pages cm
Contents:
Machine generated contents note: pt. I WHY GROW THE CORE? -- 1. Defining the core -- What is the core? -- Anchoring the core -- Key takeouts -- Checklist -- 2. Stretching the brand, forgetting the core -- Getting it right ... brand stretch can work -- Apple -- Getting it wrong ... brand ego tripping -- Virgin -- Snow White and the 17 dwarves -- Neglecting the core -- Bausch & Lomb -- Key takeouts -- Checklist -- 3. The case for the core -- Two ways to make a million -- Heinz soup -- The case for the core -- A new marketing mind-set -- Scooty -- The challenges of growing the core -- Key takeouts -- Checklist -- pt. II GROW THE CORE PRINCIPLES -- 4. The core growth drivers -- Core growth driver 1 Penetration -- Driving penetration with distinctiveness -- Fresh consistency -- James Bond -- Driving penetration with distribution -- Core growth driver 2 Premiumisation -- The Grow the Core workouts -- The best brand in the world -- Nespresso? -- Key takeouts -- Checklist.
Contents note continued: 5. Renovation or re-invention? -- Renovate the core -- Walkers -- Re-position the core -- Lucozade -- Re-define the core -- Bertolli -- Re-invent the core -- Kodak and TomTom -- Key takeouts -- Checklist -- pt. III GROW THE CORE WORKOUTS -- 6. Workout 1: Bake the brand into your product -- Bake in your brand -- The Geek Squad -- Using product to grow your core 1 Amplify a product truth -- Morrisons and Castle Lite -- Using product to grow your core 2 More of what you want -- McDonald's -- Using product to grow your core 3 Less of what you don't want -- Walkers -- Key takeouts -- Checklist -- 7. Workout 2: Create a distinctive identity -- Identity crisis -- Being the 1 in 1000 -- Balancing freshness and consistency -- Tropicana -- Updating your identity -- Nivea -- Creating your identity -- Charlie Bigham's -- Suggesting a benefit -- Waitrose Essentials -- Re-positioning -- Green & Black's -- Adding value -- Molton Brown -- Packvertising -- innocent.
Contents note continued: Family ties -- Nescafe and Red Bull -- Amplifying brand properties -- Felix -- Five-minute focus groups -- Key takeouts -- Checklist -- 8. Workout 3: Communicate with cut-through -- Communication breakdown -- Fresh consistency -- Think like a TV producer -- Creating a campaign -- Sainsbury's -- Refreshing what made you famous -- Hovis -- What about social media? -- Key takeouts -- Checklist -- 9. Workout 4: Go beyond promotion to activation -- Grab and go -- innocent's Big Knit -- Creating an activation property -- Carling `Be the Coach' -- Amplifying the property -- Nike -- Key takeouts -- Checklist -- 10. Workouts 5 and 6: Drive your distribution -- Workout 5 Existing channels -- Workout 6 New channels -- Key takeouts -- Checklist -- 11. Workouts 7 and 8: Extend the core -- Delivering a double whammy -- Workout 7 Pack extension -- WD-40 -- Workout 8 Product extension -- Ryvita -- Key takeouts -- Checklist -- pt. IV THE GROW THE CORE WORKPLAN.
Contents note continued: 12. Grow the core -- getting started -- Stage 1 Insight -- Stage 2 Ideas -- Stage 3 Exploration -- Stage 4 Action -- Key takeouts -- Checklist.
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