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

Thanks

First and foremost, thanks to the brand leaders with whom I have been lucky enough to work on Growing the Core. A special mention to the Marketing Directors who have invited me to coach them and their teams on their portfolios of brands: Ian Penhale at SAB Miller, Phil Chapman at Kerry Foods, Carol Welch at Jordans Ryvita, Maria Grigorova at Mars, Steve Brass and Bill Noble at WD-40.

Thanks to the Wiley team for helping create the brandgym series of books that allow us to share our branding tips, tools and tricks with a global audience. In particular, thanks to Claire Plimmer for securing the initial go-ahead to publish Grow the Core and to Iain Campbell for his excellent editing input and advice.

Thanks to my old boss and marketing mentor Mark Sherrington for publishing an earlier, shorter version of Grow the Core in eBook form on his digital publishing platform, Shoulders of Giants.

Thanks to Professor Byron Sharp for his breakthrough book How Brands Grow, which has been a source of inspiration, especially opening my eyes to the importance of distinctiveness and penetration.

A special thanks to my brilliant business partner and buddy David Nichols, who, yet again, gave invaluable feedback to focus and sharpen the key ideas.

Thanks to the other brandgym partners, Anne Charbonneau in Amsterdam, Diego Kerner and Silvina Moronta in Buenos Aries and Prasad Narasimhan in Bangalore for their input and ideas.

Finally, thanks to the people who read the first six books in the