Grow the core : how to focus on your core business for brand success

255 Pages·2013·2.731 MB·English

by  Taylor, David

Grow the Core

Grow the Core
How to Focus on Your Core Business for
Brand Success
David Taylor
A John Wiley & Sons, Ltd., Publication
©2013DavidTaylor
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Taylor,David,1964-
Growthecore:howtofocusyourcorebusinessforbrandsuccess/David
Taylor.
pagescm
Includesbibliographicalreferencesandindex.
ISBN978-1-118-48471-5(hbk)
1.Brandnameproducts–Management.2.Productmanagement.3.Strategicplanning.
4.Branding(Marketing)I.Title.
HD69.B7T396 2013
(cid:2)
658.827–dc23
2012042402
AcataloguerecordforthisbookisavailablefromtheBritishLibrary.
ISBN978-1-118-48471-5(hbk)ISBN978-1-118-48468-5 (ebk)
ISBN978-1-118-48469-2(ebk)ISBN978-1-118-48470-8 (ebk)
Setin12/15ptGaramondbyLaserwordsPrivateLimited,Chennai,India
PrintedinGreatBritainbyTJInternationalLtd,Padstow,Cornwall,UK
To Mum and Dad, foryoursupport,
encouragementand inspiration.

Contents
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
viii CONTENTS
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 100