Grow the Core

David Taylor 지음

Wiley 2012년 12월 27일 출간

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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, itprime;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 topn-performing companies achieve superior results through a leading position in their core business. Unfortunately, thereprime;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 frontn-line experience on over one hundred brand coaching projects.

목차

Thanks xiIntroduction xiiiPART I: WHY GROW THE CORE? 11. Defining the core 3What is the core? 3Anchoring the core 7Key takeouts 9Checklist 92. Stretching the brand, forgetting the core 11Getting it right…brand stretch can work &n- Apple 11Getting it wrong …brand ego tripping &n- Virgin 13Snow White and the 17 dwarves 20Neglecting the core &n- Bausch Lomb 24Key takeouts 25Checklist 263. The case for the core 27Two ways to make a million &n- Heinz soup 27The case for the core 30A new marketing mind-set &n- Scooty 30The challenges of growing the core 32Key takeouts 36Checklist 36PART II: GROW THE CORE PRINCIPLES 374. The core growth drivers 39Core growth driver 1: Penetration 39Driving penetration with distinctiveness 44Fresh consistency &n- James Bond 48Driving penetration with distribution 57Core growth driver 2: Premiumisation 58The Grow the Core workouts 59The best brand in the world &n- Nespresso? 61Key takeouts 65Checklist 665. Renovation or re-invention? 67Renovate the core &n- Walkers 69Re-position the core &n- Lucozade 72Re-define the core &n- Bertolli 76Re-invent the core &n- Kodak and TomTom 77Key takeouts 82Checklist 83PART III: GROW THE CORE WORKOUTS 856. Workout 1: Bake the brand into your product 87Bake in your brand &n- The Geek Squad 89Using product to grow your core 1: Amplify aproduct truth &n- Morrisons and Castle Lite 92Using product to grow your core 2: More of what you want &n- McDonald&'s 97Using product to grow your core 3: Less of what you don&'t want &n- Walkers 99Key takeo

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저자(글) David Taylor

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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 PG 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 [e-mail]