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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

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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

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ISBN: 9781118484708Purchase book