Grow the Core: How to Focus on your Core Business for Brand Success, 1st Edition

  • Published By:
  • ISBN-10: 1118484703
  • ISBN-13: 9781118484708
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 254 Pages | eBook
  • Original Copyright 2013 | Published/Released June 2014
  • This publication's content originally published in print form: 2013

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Increasingly companies are recognizing that have over-relied on extending and stretching their brands with new products as a source of growth. They are re-focusing on the core. This is also reflected in the increasing number of brandgym consulting projects on growing the core, for clients including Mars, Friesland Campina, SAB Miller and Danone. This book will cover both the principles of growing the core, through to practical advice on how to do this, including a programme of 12 "workouts.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
1: Why Grow the Core?.
2: Defining the Core.
3: Stretching the Brand, Forgetting the Core.
4: The Case for the Core.
5: Grow the Core Principles.
6: The Core Growth Drivers.
7: Renovation or Re-Invention?.
8: Workout 1: Bake the Brand into Your Product.
9: Workout 1: Bake the Brand into Your Product.
10: Workout 2: Create a Distinctive Identity.
11: Workout 3: Communicate with Cut-Through.
12: Workout 4: Go Beyond Promotion to Activation.
13: Workouts 5 and 6: Drive Your Distribution.
14: Workouts 7 and 8: Extend the Core.
15: The Grow the Core Workplan.
16: Grow the Core – Getting Started.
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