Grow the Core by Taylor, David -- Read -- Imperial Library of Trantor

Index

Cover Title Page Copyright Dedication Thanks Introduction Part I: Why Grow the Core?

Chapter 1: Defining the core

What is the core? Anchoring the core Key takeouts Checklist 1. Defining the core

Chapter 2: Stretching the brand, forgetting the core

Getting it right … brand stretch can work – Apple Getting it wrong … brand ego tripping – Virgin Snow White and the 17 dwarves Neglecting the core – Bausch & Lomb Key takeouts Checklist 2. Neglecting the core

Chapter 3: The case for the core

Two ways to make a million – Heinz soup The case for the core A new marketing mind-set – Scooty The challenges of growing the core Key takeouts Checklist 3. The case for the core

Part II: Grow the Core Principles

Chapter 4: The core growth drivers

Core growth driver 1: Penetration Driving penetration with distinctiveness Fresh consistency – James Bond Driving penetration with distribution Core growth driver 2: Premiumisation The Grow the Core workouts The best brand in the world – Nespresso? Key takeouts Checklist 4. Core growth drivers

Chapter 5: Renovation or re-invention?

Renovate the core – Walkers Re-position the core – Lucozade Re-define the core – Bertolli Re-invent the core – Kodak and TomTom Key takeouts Checklist 5. Renovation or re-invention?

Part III: Grow the Core Workouts

Chapter 6: Workout 1: Bake the brand into your product

Chapter 7: Workout 2: Create a distinctive identity

Identity crisis Being the 1 in 1000 Balancing freshness and consistency – Tropicana Updating your identity – Nivea Creating your identity – Charlie Bigham's Suggesting a benefit – Waitrose Essentials Re-positioning – Green & Black's Adding value – Molton Brown Packvertising – innocent Family ties – Nescafé and Red Bull Amplifying brand properties – Felix Five-minute focus groups Key takeouts Checklist 7. Create your own identity

Chapter 8: Workout 3: Communicate with cut-through

Communication breakdown Fresh consistency Think like a TV producer Creating a campaign – Sainsbury's Refreshing what made you famous – Hovis What about social media? Key takeouts Checklist 8. Communicate with cut-through

Chapter 9: Workout 4: Go beyond promotion to activation

Grab and go – innocent's Big Knit Creating an activation property – Carling ‘Be the Coach’ Amplifying the property – Nike Key takeouts Checklist 9. Go beyond promotion to activity

Chapter 10: Workouts 5 and 6: Drive your distribution

Workout 5: Existing channels Workout 6: New channels Key takeouts Checklist 10. Drive distribution

Chapter 11: Workouts 7 and 8: Extend the core

Delivering a double whammy Workout 7: Pack extension – WD-40 Workout 8: Product extension – Ryvita Key takeouts Checklist 11. Extend the core workplan

Part IV: The Grow the Core Workplan

Chapter 12: Grow the core – getting started

Stage 1: Insight Stage 2: Ideas Stage 3: Exploration Stage 4: Action Key takeouts Checklist 12. Grow the Core workplan

References Also by

By David Taylor and David Nichols By David Taylor By David Nichols

Index