Waking the Giant: Revitalising the Mature Brand

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,...