{"product_id":"brand-stretch-isbn-9780470862117","title":"Brand Stretch","description":"\u003ci\u003eStretching the Brand\u003c\/i\u003e offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand stretching that covers topics not found anywhere else, such as how to launch brand extensions and support them.  \u003cp\u003e\u003ci\u003eStretching the Brand\u003c\/i\u003e will help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand stretching. It provides the tools and techniques to stretch a brand successfully.\u003c\/p\u003e  Preface.  \u003cp\u003eAcknowledgements.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1. Brand stretch – or brand ego trip?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExtension advantages.\u003c\/p\u003e \u003cp\u003eSo why does the success rate suck?\u003c\/p\u003e \u003cp\u003eVirgin: The biggest ever brand ego trip?\u003c\/p\u003e \u003cp\u003eShotgun weddings.\u003c\/p\u003e \u003cp\u003eQuitting the brand ego trip.\u003c\/p\u003e \u003cp\u003eBrand added value.\u003c\/p\u003e \u003cp\u003eDove: Brand added value in action.\u003c\/p\u003e \u003cp\u003eThe Brand Stretch workout.\u003c\/p\u003e \u003cp\u003eKey takeouts.\u003c\/p\u003e \u003cp\u003eChecklist 1: Brand Stretch – or brand ego trip?\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. Step One: Strengthen the core.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn shape to stretch?\u003c\/p\u003e \u003cp\u003eThe heart of a healthy brand.\u003c\/p\u003e \u003cp\u003eAnchoring the core range.\u003c\/p\u003e \u003cp\u003eBud and Bud Light: Sun and planets.\u003c\/p\u003e \u003cp\u003eRisky business.\u003c\/p\u003e \u003cp\u003eTango: Taking the eye off the orange ball.\u003c\/p\u003e \u003cp\u003eKey takeouts.\u003c\/p\u003e \u003cp\u003eChecklist 2: Strengthen the core.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. Step Two: Vision.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGPS for brands 30\u003c\/p\u003e \u003cp\u003eThe masterbrand challenges.\u003c\/p\u003e \u003cp\u003eLess myopic marketing.\u003c\/p\u003e \u003cp\u003eBlockbuster: Out of the video box.\u003c\/p\u003e \u003cp\u003eClimbing the brand ladder.\u003c\/p\u003e \u003cp\u003ePampers: From bottoms to babies.\u003c\/p\u003e \u003cp\u003eAxe: Ladders and snakes.\u003c\/p\u003e \u003cp\u003eElastic brands.\u003c\/p\u003e \u003cp\u003eKey takeouts.\u003c\/p\u003e \u003cp\u003eChecklist 3: Vision.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. Step Three: Ideas.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStart close to home.\u003c\/p\u003e \u003cp\u003eMoving out.\u003c\/p\u003e \u003cp\u003eInnovation shortcuts.\u003c\/p\u003e \u003cp\u003eThe fairytale world of innovation.\u003c\/p\u003e \u003cp\u003eStarbucks’ Frappuccino: Real world innovation.\u003c\/p\u003e \u003cp\u003eInnokill survival kit.\u003c\/p\u003e \u003cp\u003eKey takeouts.\u003c\/p\u003e \u003cp\u003eChecklist 4: Ideas.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. Step Four: Focus.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeet the seven dwarves.\u003c\/p\u003e \u003cp\u003eHeroes or zeroes?\u003c\/p\u003e \u003cp\u003eBertolli: Virtual venture capital.\u003c\/p\u003e \u003cp\u003eDimension one: Brand vision building.\u003c\/p\u003e \u003cp\u003eDimension two: Show me the money.\u003c\/p\u003e \u003cp\u003eThe easyGroup story: Murder on the balance sheet.\u003c\/p\u003e \u003cp\u003eeasyGroup summary.\u003c\/p\u003e \u003cp\u003eAlternatives to going it alone.\u003c\/p\u003e \u003cp\u003eKey takeouts.\u003c\/p\u003e \u003cp\u003eChecklist 5: Focus.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6. Step Five: Delivery.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderestimating execution.\u003c\/p\u003e \u003cp\u003eNescafé Hot When You Want: Not so hot execution.\u003c\/p\u003e \u003cp\u003eBrand damage.\u003c\/p\u003e \u003cp\u003eBrand and deliver.\u003c\/p\u003e \u003cp\u003eThe Apple iPod: White hot execution.\u003c\/p\u003e \u003cp\u003eDelivering the promise.\u003c\/p\u003e \u003cp\u003eKey takeouts.\u003c\/p\u003e \u003cp\u003eChecklist 6: Delivery.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Step Six: Brand architecture.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Sorcerer’s Apprentice.\u003c\/p\u003e \u003cp\u003eArchitecture for brands.\u003c\/p\u003e \u003cp\u003eHouses versus streets.\u003c\/p\u003e \u003cp\u003eMono-platform brands.\u003c\/p\u003e \u003cp\u003eMulti-platform brands.\u003c\/p\u003e \u003cp\u003eLego: Building blocks of a new future.\u003c\/p\u003e \u003cp\u003eWhen the rubber hits the road.\u003c\/p\u003e \u003cp\u003eComfort: Designing a turnaround.\u003c\/p\u003e \u003cp\u003eLet’s go round again.\u003c\/p\u003e \u003cp\u003eKey takeouts.\u003c\/p\u003e \u003cp\u003eChecklist 7: Brand architecture.\u003c\/p\u003e \u003cp\u003eAppendix 1: Masterbrand positioning tips and tricks.\u003c\/p\u003e \u003cp\u003eAppendix 2: Example masterbrand positioning tool.\u003c\/p\u003e \u003cp\u003eAppendix 3: Masterbrand positioning tool template.\u003c\/p\u003e \u003cp\u003eReferences.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  “This is essentially a useful guide for brand managers in organisations without long-term wisdom.” (Brand Strategy, May 2004)  \u003cp\u003e“If this review were to be only two words, they would be 'Buy this!' [this] book is an essential, authoritative and easy-to-understand..” (Media Week 4 May 2004)\u003c\/p\u003e \u003cp\u003e\"...an admirable book...\" (Management Today, March 2004)\u003c\/p\u003e  \u003cb\u003eDavid Taylor\u003c\/b\u003e is Founder and Managing Partner of \u003ci\u003ethe brandgym\u003c\/i\u003e, a consultancy helping teams develop action-oriented brand strategies. He has worked with many highly acclaimed and well-respected companies such as Unilever, SAB Miller, Danone, Cadburys and Blockbuster to help them boost brand and business performance. He was recently named by the CIM as one of the 50 leading marketing thinkers of today.\u003cbr\u003e He began his career in brand management with Procter \u0026amp; Gamble and Sara Lee before completing an MBA at INSEAD, France. He then started and successfully grew the Paris office of Added Value, Europe's leading marketing consultancy.\u003cbr\u003e His first book, \u003ci\u003e'the brandgym: A practical workout for boosting brand and business’\u003c\/i\u003e was published in 2002 and quickly became Amazon UK’s best selling branding title. He has also written many articles for Marketing, Brand Strategy, Marketing Business and Market Leader, and is a regular speaker at branding conferences.  David Taylor's insightful and inspiring look inside the world of brand stretch reveals the real reasons for the poor success rate in this area and provides a practical programme to help boost your chances of success. The 'brand added value' approach ensures that extension efforts focus on promising and delivering compelling, competitive consumer benefits.  \u003cp\u003eDesigned in a highly practical format, \u003ci\u003eBrand Stretch\u003c\/i\u003e proposes a program of six step-by-step 'workouts' that provide powerful tools and tips on how to start applying them to your business tomorrow:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e\n\u003cb\u003e\u003ci\u003eStrengthen the core:\u003c\/i\u003e\u003c\/b\u003e how a strong core product forms the foundation for stretch\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003e\u003ci\u003eVision:\u003c\/i\u003e\u003c\/b\u003e developing an ambitious vision to guide and inspire stretching\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003e\u003ci\u003eIdeas:\u003c\/i\u003e\u003c\/b\u003e insight catalysts to help fuel extension idea creation\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003e\u003ci\u003eFocus:\u003c\/i\u003e\u003c\/b\u003e doing fewer, bigger and better extensions to drive growth\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003e\u003ci\u003eDelivery:\u003c\/i\u003e\u003c\/b\u003e using excellent execution to supercharge smart strategy.\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003e\u003ci\u003eArchitecture:\u003c\/i\u003e\u003c\/b\u003e organizing the extended range to aid consumer choice\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eBrand Stretch\u003c\/i\u003e demonstrates the dos and don’ts of brand extension with many stories of success (and failure) including Dove, Virgin, Bud Light, Pampers, easyGroup, Bacardi and Starbucks. It is invaluable reading for anyone interested by or involved with brand extension.\u003c\/p\u003e Having spent billions of dollars on creating, building and defending strong brands, it’s payback time. These brands need to give birth to some beautiful and profitable offspring. \u003cp\u003eEnter the world of brand stretch … a red-hot issue for brand teams and boardrooms alike. Done well, brand extension has the potential to create explosive growth for your business. However, the overcrowded extension graveyard shows just how hard it is to stretch successfully. This book provides practical help on both the method and the mindset needed to boost your chances of winning, illustrated with cases on Dove, Bacardi, Virgin, Starbucks, easyGroup, Budweiser and many others.\u003c\/p\u003e \u003cp\u003e\"David Taylor's latest book offers a powerful combination of well-researched case studies and practical tips for today's managers. In a world where the ability to stretch your brands further is a key source of competitive advantage, Taylor's advice is required reading.\"\u003cbr\u003e—\u003cb\u003eAndrew Harrison\u003c\/b\u003e, Marketing Director, Nestlé Rowntree\u003c\/p\u003e \u003cp\u003e\"Taylor cuts through the jungle of jargon and overly-theoretical models that have made up th e thin king on brand extension up to now. \u003ci\u003eBrand Stretch\u003c\/i\u003e is less a textbook and more a handbook for growth that teams can use day to day.\"\u003cbr\u003e—\u003cb\u003eAdam Morgan\u003c\/b\u003e, author of \u003ci\u003eEating the Big Fish\u003c\/i\u003e and founder of eatbigfish, London, UK\u003c\/p\u003e \u003cp\u003e\"Insightful and impactful, the principles in \u003ci\u003eBrand Stretch\u003c\/i\u003e can help you win in the marketplace.\"\u003cbr\u003e—\u003cb\u003eMaurice Doyle\u003c\/b\u003e, Commercial Director, Bacardi-Martini UK\u003c\/p\u003e \u003cp\u003e\"A comprehensive list of suggestions to assist in the success of companies looking to extend their brands.\"\u003cbr\u003e—\u003cb\u003eCliff Burrows\u003c\/b\u003e, Managing Director, Starbucks Coffee Company (UK) Ltd\u003c\/p\u003e \u003cp\u003e\"David Taylor provides a well-grounded, cohesive approach to leveraging your brand's strengths. \u003ci\u003eBrand Stretch\u003c\/i\u003e is a practical and creative resource for marketers looking to maximize brand value.\"\u003cbr\u003e—\u003cb\u003eKevin Lane Keller\u003c\/b\u003e, E. B. Osborn Professor of Marketing, Amos Tuck School of Business, USA\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988854489317,"sku":"NP9780470862117","price":65.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470862117.jpg?v=1761781787","url":"https:\/\/k12savings.com\/products\/brand-stretch-isbn-9780470862117","provider":"K12savings","version":"1.0","type":"link"}