Waking the Giant: Revitalising the Mature Brand

by Peter Steidl

Overview

Brand maturity is not inevitable.

Waking the Giant challenges current thinking and practice when it comes to achieving growth with mature brands.

This book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting — and requires just as much ingenuity and innovation — as launching a new brand.

While major mature brands still dominate many categories, margins and growth opportunities are often less than exciting. The critical question is: milk the brand, or revitalise? And, just as important: is your organisation fully committed to, and able to deliver on, your chosen strategy?

Inside you'll discover:

• the merits of revitalisation and milking strategies, and how to choose between them
• how to renew positive differentiation for a mature brand
• how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan
• how to align your revitalisation strategy with the consumers' and industry sector's evolutionary trends.

Product Details

ISBN-13:	9781118319567
Publisher:	Wiley
Publication date:	01/30/2012
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	240
File size:	806 KB

About the Author

Dr Peter Steidl has lived and worked as a consultant in the UK, Germany, Austria and Australia and counts some 30 Fortune Global 500 companies among his clients. He is currently Partner, Business Planning with Mindshare Australia and serves as Adjunct Professor, Department of Computing and on the board of the Institute for Multi-Sensor Processing & Content Analysis at Curtin University of Technology.

Table of Contents

Acknowledgements v

Introduction ix]

Part I making the commitment 1

1 Before we start, is it really worth the effort? 7

2 Abolish work practices that cause maturity 27

3 Adopt new work practices 45

4 Move from export to intuitive strategy 61

Part II revitalisation strategies 77

5 Deliver delights 81

6 Throw your master brand into battle 89

7 Brand vision archetypes 97

8 Use symbolism 107

9 Move from exposure to engaghement 117

10 Don't engage in channel-neutral planning 131

11 Change the rules of competition 137

Part III selecting the strategy that's right for you

12 Is your brand revitalisation strategy aligned with the industry's evolutionary path? 151

13 Is your brand revitalisation strategy changing the brand construct in the consumer's mind? 185

Epilogue: Just do it! 207

Recommended reading 213

Index 217