Grow the Core: How to Focus on your Core Business for Brand Success

Grow the Core: How to Focus on your Core Business for Brand Success

by Dave Taylor
     
 

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Grow the Core shows you how to grow by selling more of the stuff that made you famous and profitable, rather than relying only on stretching your brand into new markets. It provides powerful tools, techniques and tips on how to apply them to your business today.

The comprehensive programme covers four crucial key aspects of growing the core:

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Overview

Grow the Core shows you how to grow by selling more of the stuff that made you famous and profitable, rather than relying only on stretching your brand into new markets. It provides powerful tools, techniques and tips on how to apply them to your business today.

The comprehensive programme covers four crucial key aspects of growing the core:

  • Why Grow the Core?: clearly defining the core of your brand, and making the case inside the business to focus talent and money on core growth, not just stretching into new markets
  • Grow the Core principles: being distinctive through “fresh consistency”, driving distribution and premiumising your brand
  • Grow the Core workouts: six practical workouts covering product, design, communication, distribution, packaging and core range extension
A workplan to Grow the Core: getting started on implementing the principles and workouts in your own business

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Product Details

ISBN-13:
9781118484715
Publisher:
Wiley
Publication date:
03/25/2013
Pages:
254
Product dimensions:
6.10(w) x 9.30(h) x 1.20(d)

Meet the Author

David Taylor is founder and Managing Partner of the brandgym, a network of senior brand coaches that help teams create a clear brand vision and the action plans to turn this into growth. Clients include Sainsbury’s, LVMH, Unilever, T-Mobile and SAB Miller.

David as been named one of the world’s 50 leading marketing thinkers by the CIM. He is the author of four successful books on branding published by John Wiley: The brandgym, Brand Vision, Brand Stretch and Where’s the Sausage were all number 1 on Amazon’s branding books ranking.  He also writes brandgymblog.com, one of world’s top 60 marketing blogs.

David started his career in brand management with P&G before doing an MBA at INSEAD. He then started the Paris office of Added Value in 1993 and grew it to 50 people, leaving to create the brandgym in 2001, to spend more time on brand strategy, and less time bored in board meetings.

david@thebrandgym.com

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Read an Excerpt

catalogimages.wiley.com/images/db/pdf/9781118484715.excerpt.pdf

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