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Grow the Core : How to Focus on Your Core Business for Brand Success by David Taylor (2013, Hardcover)
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About this product
Product Identifiers
PublisherWiley & Sons, Incorporated, John
ISBN-101118484711
ISBN-139781118484715
eBay Product ID (ePID)143593869
Product Key Features
Number of Pages256 Pages
Publication NameGrow the Core : How to Focus on Your Core Business for Brand Success
LanguageEnglish
SubjectConsumer Guides, Marketing / General
Publication Year2013
TypeNot Available
Subject AreaReference, Business & Economics
AuthorDavid Taylor
FormatHardcover
Dimensions
Item Height1 in
Item Weight19.4 Oz
Item Length9.5 in
Item Width6.5 in
Additional Product Features
Reviews'Includes useful tips, including how to strengthen a core brand with a limited communication budget.' (Supply Business, January 2013) 'For a marketer, retail buyer, entrepreneur or interested consumer, this is a great book looking at whether businesses should stick to what they know of their original or most profitable brand or whether businesses should expand into other broader areas.' (Supply Management, February 2013), 'Includes useful tips, including how to strengthen a core brand with a limited communication budget.' (Supply Business, January 2013), 'Includes useful tips, including how to strengthen a core brand with a limited communication budget.' (Suply Business, January 2013), 'Includes useful tips, including how to strengthen a core brand with a limited communication budget.' (Supply Business, January 2013) 'For a marketer, retail buyer, entrepreneur or interested consumer, this is a great book looking at whether businesses should stick to what they know of their original or most profitable brand or whether businesses should expand into other broader areas.' (Supply Management, February 2013) 'The marketing division of any well-established company should study this book- you never know when the mighty might fall.' (Professional Manager, May 2013)
Dewey Edition23
IllustratedYes
Dewey Decimal658.5
Table Of ContentThanks xi Introduction xiii Part I: Why Grow the Core? 1 1. Defining the core 3 What is the core? 3 Anchoring the core 7 Key takeouts 9 Checklist 9 2. Stretching the brand, forgetting the core 11 Getting it right... brand stretch can work - Apple 11 Getting it wrong... brand ego tripping - Virgin 13 Snow White and the 17 dwarves 20 Neglecting the core - Bausch & Lomb 24 Key takeouts 25 Checklist 26 3. The case for the core 27 Two ways to make a million - Heinz soup 27 The case for the core 30 A new marketing mind-set - Scooty 30 The challenges of growing the core 32 Key takeouts 36 Checklist 36 Part II: Grow the Core Principles 37 4. The core growth drivers 39 Core growth driver 1: Penetration 39 Driving penetration with distinctiveness 44 Fresh consistency - James Bond 48 Driving penetration with distribution 57 Core growth driver 2: Premiumisation 58 The Grow the Core workouts 59 The best brand in the world - Nespresso? 61 Key takeouts 65 Checklist 66 5. Renovation or re-invention? 67 Renovate the core - Walkers 69 Re-position the core - Lucozade 72 Re-define the core - Bertolli 76 Re-invent the core - Kodak and TomTom 77 Key takeouts 82 Checklist 83 Part III: Grow the Core Workouts 85 6. Workout 1: Bake the brand into your product 87 Bake in your brand - The Geek Squad 89 Using product to grow your core 1: Amplify a product truth - Morrisons and Castle Lite 92 Using product to grow your core 2: More of what you want - McDonald's 97 Using product to grow your core 3: Less of what you don't want - Walkers 99 Key takeouts 100 Checklist 100 7. Workout 2: Create a distinctive identity 103 Identity crisis 105 Being the 1 in 1000 106 Balancing freshness and consistency - Tropicana 108 Updating your identity - Nivea 110 Creating your identity - Charlie Bigham's 111 Suggesting a benefit - Waitrose Essentials 113 Re-positioning - Green & Black's 115 Adding value - Molton Brown 115 Packvertising - innocent 116 Family ties - Nescaf´e and Red Bull 118 Amplifying brand properties - Felix 121 Five-minute focus groups 122 Key takeouts 124 Checklist 124 8. Workout 3: Communicate with cut-through 127 Communication breakdown 129 Fresh consistency 132 Think like a TV producer 137 Creating a campaign - Sainsbury's 138 Refreshing what made you famous - Hovis 140 What about social media? 144 Key takeouts 161 Checklist 162 9. Workout 4: Go beyond promotion to activation 163 Grab and go - innocent's Big Knit 166 Creating an activation property - Carling 'Be the Coach' 168 Amplifying the property - Nike 172 Key takeouts 175 Checklist 176 10. Workouts 5 and 6: Drive your distribution 177 Workout 5: Existing channels 180 Workout 6: New channels 182 Key takeouts 188 Checklist 189 11. Workouts 7 and 8: Extend the core 191 Delivering a double whammy 193 Workout 7: Pack extension - WD-40 196 Workout 8: Product extension - Ryvita 199 Key takeouts 202 Checklist 202 Part IV: The Grow the Core Workplan 203 12. Grow the core - getting started 205 Stage 1: Insight 207 Stage 2: Ideas 214 Stage 3: Exploration 214 Stage 4: Action 215 Key takeouts 220 Checklist 221 References 223 Also by 227 Index 229
Intended AudienceScholarly & Professional
SynopsisGrow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, it's a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets. In reality, virtually all top-performing companies achieve superior results through a leading position in their core business. Unfortunately, there's very little in the way of practical advice on how to do this. Grow the Core shows you how tofocus on your core business for brand success, with a program of eight workouts road-tested by the author's consultancy, the brandgym. The book provides inspiration, practical advice and proven tools for building and strengthening your core business. It is packed with case studies from brandgym clients, including Mars, Friesland Campina, SAB Miller and Danone. The book features exclusive brandgym research, in addition to front-line experience on over one hundred brand coaching projects., Grow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, its a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets. In reality, virtually all top-performing companies achieve superior results through a leading position in their core business. Unfortunately, theres very little in the way of practical advice on how to do this. Grow the Core shows you how tofocus on your core business for brand success, with a program of eight workouts road-tested by the author's consultancy, the brandgym. The book provides inspiration, practical advice and proven tools for building and strengthening your core business. It is packed with case studies from brandgym clients, including Mars, Friesland Campina, SAB Miller and Danone. The book features exclusive brandgym research, in addition to front-line experience on over one hundred brand coaching projects., Growing your core business is key for sustainable, profitable growth, yet advice on how to do it is thin on the ground. Grow the Core is the first practical guide on focusing your core business for brand success, illustrated with inside stories on brands including Apple, James Bond, Heinz, Nespresso and McDonald s. A programme of six Workouts helps you harness the whole marketing mix to grow your core, including product, design, communication, distribution and packaging. No-one has a better grasp of what is fundamentally important in marketing than David Taylor. Now he s turned his sights brilliantly I might add on the vitally important topic of growing the core. Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business This book is an inspiring guide to help companies face the biggest challenge of today - how to successfully grow their core. Martin Glenn, CEO, Iglo Foods Group Limited Grow the Core is another excellent example of David Taylor s uniquely practical, bottom-line focused approach to branding. Alfrédo Gangotena, Global Chief Marketing Officer, MasterCard Worldwide An easy-to-read, no nonsense journey to the core of your brand, packed with fresh and practical advice. Markus Kramer, Global Marketing Director, Aston Martin Lagonda These brandgym workouts have enabled our big brands to deliver bolder, more consistent and focused plans that have driven sustainable business growth. Ian Penhale, Marketing Director, SAB Miller Too often marketers are distracted by diversification. How refreshing to have someone as experienced and able as David Taylor to show how to grow your core brand. Mark Ritson, Associate Professor, Melbourne Business School This is the bible for driving profitable growth by refreshing what made your core business successful. Carol Welch, Marketing & R&D Director, Jordans & Ryvita Co. Growing the core is a business imperative today, and this book brings road-tested tools to help you do this. Yvan Bonneton , Marketing Director, Henkel France David Taylor again helps solve a crucial business issue: how to develop waves of brand building activity to grow your core. Claus Kühlcke, Chairman of the Board, Akapol S.A. At last, a book on how to creatively grow your core business and br∧ principles we ve applied with great success on WD-40. Garry Ridge , CEO, WD-40 Once again, David Taylor has homed in on the essential success factors of great brand marketing to deliver a tangible, commercial return on investment. April Adams-Redmond, Chief Marketing Officer, Kerry Foods Brand extensions can be fun, but growing your core is a must, as is reading this excellent book. Pierre Chandon, L Oréal Chaired Professor of Marketing, Innovation, and Creativity at INSEAD In this highly readable book David Taylor builds further on the brandgym idea of brand fitness by taking you on a journey to the core of your brand strength. Niraj Dawar , Professor of Marketing, Ivey Business School In a world awash with advice on brand extension, its great have a book focused on the harder and strategically important discipline of growing your core business. Jon Goldstone , VP Brand Building, Unilever Foods and Ice Cream, Grow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, it s a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets.
LC Classification NumberHF5415.15
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