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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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Grow the Core : How to Focus on Your Core Business for Brand Success, Hardcover by Taylor, David, ISBN 1118484711, ISBN-13 9781118484715, Brand New, Free shipping in the US This groundbreaking action-oriented guide provides inspiration and practical advice to companies who recognize that a strong core is essential for success, and covers the principles of growing the core as well as 12 "workouts" for driving growth by focusing on the core brand and business.

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Product Information

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. 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.

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1118484711
ISBN-13
9781118484715
eBay Product ID (ePID)
143593869

Product Key Features

Author
David Taylor
Publication Name
Grow the Core : How to Focus on Your Core Business for Brand Success
Format
Hardcover
Language
English
Publication Year
2013
Type
Not Available
Number of Pages
256 Pages

Dimensions

Item Length
9.5in
Item Height
1in
Item Width
6.5in
Item Weight
19.4 Oz

Additional Product Features

Lc Classification Number
Hf5415.15
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)
Table of Content
Thanks 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
Copyright Date
2013
Topic
Marketing / General, Consumer Guides
Dewey Decimal
658.5
Intended Audience
Scholarly & Professional
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics, Référence

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Grow the Core : How to Focus on Your Core Business for Brand Success by David Taylor (2013, Hardcover)

About this product

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Product Identifiers

Product Key Features

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All listings for this product

item 1 Grow the Core : How to Focus on Your Core Business for Brand Succ

item 2 Grow the Core: How to Focus on your Core Business for Brand Success - VERY GOOD

item 3 Grow the Core: How to Focus on your Core Business fo... by David Taylor Hardback

item 4 Grow the Core: How to Focus on your Co..., David Taylor

item 5 Grow the Core: How to Focus on your Core Business for Brand Success by Taylor

item 6 Grow the Core : How to Focus on Your Core Business for Brand Success, Hardcov...

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