Renovate before you innovate : why doing the new thing might not be the right thing

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Title:

Renovate before you innovate : why doing the new thing might not be the right thing

Author:

Zyman, Sergio.

ISBN:

9781591840541

Personal Author:

Zyman, Sergio.

Publication Information:

New York : Portfolio, 2004.

Physical Description:

xv, 240 p. : ill. ; 24 cm.

General Note:

Includes index.

Contents:

1. So what's wrong with innovation? -- 2. Renovate instead -- 3. Renovate your thinking -- 4. Renovate your business destination -- 5. Renovate your competitive frame -- 6. Renovate your segmentation -- 7. Renovate your brand positioning -- 8. Renovate your customers' brand experience -- 9. Forced renovation - when things go really, really wrong -- 10. Tying it all together -- App. Renovating the Coca-Cola Company.

Abstract:

"Applying Zyman's years of experience as the chief marketing officer of the Coca-Cola Company and the practical knowledge gained from his consulting work across many different industries, Renovate Before You Innovate offers practical tools to rejuvenate your company and drive sustainable, profitable growth. Among other things, you'll learn the crucial difference between your core essence and your core competency, how to rethink your value proposition, and how to avoid the five innovation pitfalls. Each lesson is brought to life with real-world examples from dozens of high-profile companies, including classic innovation failures such as New Coke, RJR Nabisco's smokeless cigarettes, and Taco Bell Lites."--BOOK JACKET.

Subject Term:

Market segmentation.

Added Author:

Brott, Armin A.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015769579	658.802 Z99R 2004	1	Searching... Unknown

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Summary

According to bestselling marketing expert Sergio Zyman, many companies rely too heavily on innovation to solve their problems. Whenever a brand or business gets old and tired, the impulse is to scrap it and start over with something fresh. It sounds great, but more often than not, innovation simply doesnÂt work. Zyman knows this firsthandÂ he was the chief marketing officer at Coca-Cola during the disastrous launch of New Coke.So whatÂs the alternative? Zyman now preaches the power of renovation, not innovation. Recapture the essence of your existing brands, products, and core competencies, and do more of the things that made you great in the first place. For instance, Coca- ColaÂs essence was about authenticity, continuity, and stability, and New Coke undermined all three qualities. It seems obvious in retrospect, yet too many managers are so impressed by innovation that they approve ideas no one will buy, such as premoistened toilet paper or smokeless cigarettes.With Renovate Before You Innovate, Zyman explains the tools managers need to revitalize their marketing strategies and improve their growth rates. This book will challenge the conventional business wisdom and help companies make smarter decisions.