book

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

by David Taylor

February 2013

Intermediate to advanced

254 pages

4h 48m

English

Wiley

Read now

Unlock full access

What is the core?Anchoring the coreKey takeoutsChecklist 1. Defining the core
Getting it right … brand stretch can work – AppleGetting it wrong … brand ego tripping – VirginSnow White and the 17 dwarvesNeglecting the core – Bausch & LombKey takeoutsChecklist 2. Neglecting the core
Two ways to make a million – Heinz soupThe case for the coreA new marketing mind-set – ScootyThe challenges of growing the coreKey takeoutsChecklist 3. The case for the core

Core growth driver 1: PenetrationDriving penetration with distinctivenessFresh consistency – James BondDriving penetration with distributionCore growth driver 2: PremiumisationThe Grow the Core workoutsThe best brand in the world – Nespresso?Key takeoutsChecklist 4. Core growth drivers
Renovate the core – WalkersRe-position the core – LucozadeRe-define the core – BertolliRe-invent the core – Kodak and TomTomKey takeoutsChecklist 5. Renovation or re-invention?
Bake in your brand – The Geek SquadUsing product to grow your core 1: Amplify a product truth – Morrisons and Castle LiteUsing product to grow your core 2: More of what you want – McDonald'sUsing product to grow your core 3: Less of what you don't want – WalkersKey takeoutsChecklist 6. Renovation or re-invention?
Identity crisisBeing the 1 in 1000Balancing freshness and consistency – TropicanaUpdating your identity – NiveaCreating your identity – Charlie Bigham'sSuggesting a benefit – Waitrose EssentialsRe-positioning – Green & Black'sAdding value – Molton BrownPackvertising – innocentFamily ties – Nescafé and Red BullAmplifying brand properties – FelixFive-minute focus groupsKey takeoutsChecklist 7. Create your own identity
Communication breakdownFresh consistencyThink like a TV producerCreating a campaign – Sainsbury'sRefreshing what made you famous – HovisWhat about social media?Key takeoutsChecklist 8. Communicate with cut-through
Grab and go – innocent's Big KnitCreating an activation property – Carling ‘Be the Coach’Amplifying the property – NikeKey takeoutsChecklist 9. Go beyond promotion to activity
Workout 5: Existing channelsWorkout 6: New channelsKey takeoutsChecklist 10. Drive distribution
Delivering a double whammyWorkout 7: Pack extension – WD-40Workout 8: Product extension – RyvitaKey takeoutsChecklist 11. Extend the core workplan
Stage 1: InsightStage 2: IdeasStage 3: ExplorationStage 4: ActionKey takeoutsChecklist 12. Grow the Core workplan
By David Taylor and David NicholsBy David TaylorBy David Nichols