Grow the Core

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

David Taylor is founder and Managing Partner of the brandgym, a network of senior brand coaches that help teams create a clear brand vision and the action plans to turn this into growth. Clients include Sainsbury's, LVMH, Unilever, T-Mobile and SAB Miller.
 
David as been named one of the world's 50 leading marketing thinkers by the CIM. He is the author of four successful books on branding published by John Wiley: The brandgym, Brand Vision, Brand Stretch and Where's the Sausage were all number 1 on Amazon's branding books ranking. He also writes brandgymblog.com, one of world's top 60 marketing blogs.
 
David started his career in brand management with P&G before doing an MBA at INSEAD. He then started the Paris office of Added Value in 1993 and grew it to 50 people, leaving to create the brandgym in 2001, to spend more time on brand strategy, and less time bored in board meetings.
 
david@thebrandgym.com

'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)
 
'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)