Grow the Core: How to Focus on your Core Business for Brand Success
256Grow the Core: How to Focus on your Core Business for Brand Success
256Hardcover
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Overview
Product Details
ISBN-13: | 9781118484715 |
---|---|
Publisher: | Wiley |
Publication date: | 02/25/2013 |
Pages: | 256 |
Product dimensions: | 6.10(w) x 9.30(h) x 1.20(d) |
About the Author
Read an Excerpt
Table of Contents
Thanks xiIntroduction 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 – Nescafè 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