{"product_id":"grow-the-core-isbn-9781118484715","title":"Grow the Core","description":"\u003cp\u003eGrow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times.\u003cbr\u003e \u003cbr\u003e These days, it′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  top–performing companies achieve superior results through a leading position in their core business. Unfortunately, there′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.\u003cbr\u003e \u003cbr\u003e 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 front–line experience on over one hundred brand coaching projects.\u003c\/p\u003e \u003cp\u003eThanks xi\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Why Grow the Core? 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1. Defining the core 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is the core? 3\u003c\/p\u003e \u003cp\u003eAnchoring the core 7\u003c\/p\u003e \u003cp\u003eKey takeouts 9\u003c\/p\u003e \u003cp\u003eChecklist 9\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. Stretching the brand, forgetting the core 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting it right… brand stretch can work – Apple 11\u003c\/p\u003e \u003cp\u003eGetting it wrong… brand ego tripping – Virgin 13\u003c\/p\u003e \u003cp\u003eSnow White and the 17 dwarves 20\u003c\/p\u003e \u003cp\u003eNeglecting the core – Bausch \u0026amp; Lomb 24\u003c\/p\u003e \u003cp\u003eKey takeouts 25\u003c\/p\u003e \u003cp\u003eChecklist 26\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. The case for the core 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTwo ways to make a million – Heinz soup 27\u003c\/p\u003e \u003cp\u003eThe case for the core 30\u003c\/p\u003e \u003cp\u003eA new marketing mind-set – Scooty 30\u003c\/p\u003e \u003cp\u003eThe challenges of growing the core 32\u003c\/p\u003e \u003cp\u003eKey takeouts 36\u003c\/p\u003e \u003cp\u003eChecklist 36\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Grow the Core Principles 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. The core growth drivers 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCore growth driver 1: Penetration 39\u003c\/p\u003e \u003cp\u003eDriving penetration with distinctiveness 44\u003c\/p\u003e \u003cp\u003eFresh consistency – James Bond 48\u003c\/p\u003e \u003cp\u003eDriving penetration with distribution 57\u003c\/p\u003e \u003cp\u003eCore growth driver 2: Premiumisation 58\u003c\/p\u003e \u003cp\u003eThe Grow the Core workouts 59\u003c\/p\u003e \u003cp\u003eThe best brand in the world – Nespresso? 61\u003c\/p\u003e \u003cp\u003eKey takeouts 65\u003c\/p\u003e \u003cp\u003eChecklist 66\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. Renovation or re-invention? 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRenovate the core – Walkers 69\u003c\/p\u003e \u003cp\u003eRe-position the core – Lucozade 72\u003c\/p\u003e \u003cp\u003eRe-define the core – Bertolli 76\u003c\/p\u003e \u003cp\u003eRe-invent the core – Kodak and TomTom 77\u003c\/p\u003e \u003cp\u003eKey takeouts 82\u003c\/p\u003e \u003cp\u003eChecklist 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Grow the Core Workouts 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6. Workout 1: Bake the brand into your product 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBake in your brand – The Geek Squad 89\u003c\/p\u003e \u003cp\u003eUsing product to grow your core 1: Amplify a product truth – Morrisons and Castle Lite 92\u003c\/p\u003e \u003cp\u003eUsing product to grow your core 2: More of what you want – McDonald’s 97\u003c\/p\u003e \u003cp\u003eUsing product to grow your core 3: Less of what you don’t want – Walkers 99\u003c\/p\u003e \u003cp\u003eKey takeouts 100\u003c\/p\u003e \u003cp\u003eChecklist 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Workout 2: Create a distinctive identity 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentity crisis 105\u003c\/p\u003e \u003cp\u003eBeing the 1 in 1000 106\u003c\/p\u003e \u003cp\u003eBalancing freshness and consistency – Tropicana 108\u003c\/p\u003e \u003cp\u003eUpdating your identity – Nivea 110\u003c\/p\u003e \u003cp\u003eCreating your identity – Charlie Bigham’s 111\u003c\/p\u003e \u003cp\u003eSuggesting a benefit – Waitrose Essentials 113\u003c\/p\u003e \u003cp\u003eRe-positioning – Green \u0026amp; Black’s 115\u003c\/p\u003e \u003cp\u003eAdding value – Molton Brown 115\u003c\/p\u003e \u003cp\u003ePackvertising – innocent 116\u003c\/p\u003e \u003cp\u003eFamily ties – Nescaf´e and Red Bull 118\u003c\/p\u003e \u003cp\u003eAmplifying brand properties – Felix 121\u003c\/p\u003e \u003cp\u003eFive-minute focus groups 122\u003c\/p\u003e \u003cp\u003eKey takeouts 124\u003c\/p\u003e \u003cp\u003eChecklist 124\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8. Workout 3: Communicate with cut-through 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCommunication breakdown 129\u003c\/p\u003e \u003cp\u003eFresh consistency 132\u003c\/p\u003e \u003cp\u003eThink like a TV producer 137\u003c\/p\u003e \u003cp\u003eCreating a campaign – Sainsbury’s 138\u003c\/p\u003e \u003cp\u003eRefreshing what made you famous – Hovis 140\u003c\/p\u003e \u003cp\u003eWhat about social media? 144\u003c\/p\u003e \u003cp\u003eKey takeouts 161\u003c\/p\u003e \u003cp\u003eChecklist 162\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9. Workout 4: Go beyond promotion to activation 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGrab and go – innocent’s Big Knit 166\u003c\/p\u003e \u003cp\u003eCreating an activation property – Carling ‘Be the Coach’ 168\u003c\/p\u003e \u003cp\u003eAmplifying the property – Nike 172\u003c\/p\u003e \u003cp\u003eKey takeouts 175\u003c\/p\u003e \u003cp\u003eChecklist 176\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10. Workouts 5 and 6: Drive your distribution 177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWorkout 5: Existing channels 180\u003c\/p\u003e \u003cp\u003eWorkout 6: New channels 182\u003c\/p\u003e \u003cp\u003eKey takeouts 188\u003c\/p\u003e \u003cp\u003eChecklist 189\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11. Workouts 7 and 8: Extend the core 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDelivering a double whammy 193\u003c\/p\u003e \u003cp\u003eWorkout 7: Pack extension – WD-40 196\u003c\/p\u003e \u003cp\u003eWorkout 8: Product extension – Ryvita 199\u003c\/p\u003e \u003cp\u003eKey takeouts 202\u003c\/p\u003e \u003cp\u003eChecklist 202\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: The Grow the Core Workplan 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12. Grow the core – getting started 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStage 1: Insight 207\u003c\/p\u003e \u003cp\u003eStage 2: Ideas 214\u003c\/p\u003e \u003cp\u003eStage 3: Exploration 214\u003c\/p\u003e \u003cp\u003eStage 4: Action 215\u003c\/p\u003e \u003cp\u003eKey takeouts 220\u003c\/p\u003e \u003cp\u003eChecklist 221\u003c\/p\u003e \u003cp\u003eReferences 223\u003c\/p\u003e \u003cp\u003eAlso by 227\u003c\/p\u003e \u003cp\u003eIndex 229\u003c\/p\u003e  \u003cp\u003e\"Includes useful tips, including how to strengthen a core brand with a limited communication budget.\" (\u003cem\u003eSupply Business,\u003c\/em\u003e January 2013) \u003c\/p\u003e\u003cp\u003e\"For a marketer, retail buyer, entrepreneur or interested consumer, this is a great book looking at whether businesses should stick to what they know of their original or most profitable brand or whether businesses should expand into other broader areas.\" (\u003cem\u003eSupply Management,\u003c\/em\u003e February 2013) \u003c\/p\u003e\u003cp\u003e\"The marketing division of any well-established company should study this book- you never know when the mighty might fall.\" (\u003cem\u003eProfessional Manager,\u003c\/em\u003e May 2013)  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDavid Taylor\u003c\/b\u003e is founder and Managing Partner of the brandgym, a network of senior brand coaches that help teams create a clear brand vision \u003ci\u003eand\u003c\/i\u003e the action plans to turn this into growth. Clients include Sainsbury's, LVMH, Unilever, T-Mobile and SAB Miller.\u003cbr\u003eDavid has 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: \u003ci\u003eThe Brand Gym\u003c\/i\u003e, \u003ci\u003eBrand Vision\u003c\/i\u003e, \u003ci\u003eBrand Stretch\u003c\/i\u003e and \u003ci\u003eNever Mind the Sizzle...Where's the Sausage?\u003c\/i\u003e were all number 1 on Amazon's branding books ranking. He also writes \u003ci\u003ebrandgymblog.com\u003c\/i\u003e, one of world's top 60 marketing blogs.\u003cbr\u003eDavid started his career in brand management with P\u0026amp;G 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 meetings.\u003cbr\u003edavid@thebrandgym.com\u003c\/p\u003e  \u003cp\u003e\u003ci\u003eGrow the Core\u003c\/i\u003e shows you how to grow by selling more of the stuff that made you famous and profitable, rather than relying only on stretching your brand into new markets. It provides powerful tools, techniques and tips on how to apply them to your business today.\u003c\/p\u003e \u003cp\u003eThe comprehensive programme covers four crucial key aspects of growing the core:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e\n\u003cb\u003eWhy Grow the Core?\u003c\/b\u003e: clearly defining the core of your brand, and making the case inside the business to focus talent and money on core growth, not just stretching into new markets\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eGrow the Core principles\u003c\/b\u003e: being distinctive through “fresh consistency”, driving distribution and premiumising your brand\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eGrow the Core workouts\u003c\/b\u003e: six practical workouts covering product, design, communication, distribution, packaging and core range extension\u003c\/li\u003e \u003c\/ul\u003e \u003cb\u003eA workplan to Grow the Core:\u003c\/b\u003e getting started on implementing the principles and workouts in your own business  \u003cp\u003e\u003cb\u003e\u003ci\u003eGrow the Core\u003c\/i\u003e\u003c\/b\u003e shows you how to grow by selling more of the stuff that made you famous and profitable, rather than relying only on stretching your brand into new markets. It provides powerful tools, techniques and tips on how to apply them to your business today. \u003c\/p\u003e\u003cp\u003eThe comprehensive programme covers four crucial key aspects of growing the core: \u003c\/p\u003e\u003cul\u003e \u003cli\u003e\n\u003cb\u003eWhy Grow the Core?:\u003c\/b\u003e clearly defining the core of your brand, and making the case inside the business to focus talent and money on core growth, not just stretching into new markets\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eGrow the Core principles:\u003c\/b\u003e being distinctive through \"fresh consistency\", driving distribution and premiumising your brand\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eGrow the Core workouts:\u003c\/b\u003e six practical workouts covering product, design, communication, distribution, packaging and core range extension\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eA workplan to Grow the Core:\u003c\/b\u003e getting started on implementing the principles and workouts in your own business\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003e'David Taylor again helps solve a crucial business issue: how to develop waves of brand building activity to grow your core.'\u003c\/i\u003e \u003cb\u003eClaus Kühlcke, Chairman of the Board, Akapol S.A.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003ci\u003e'At last, a book on how to creatively grow your core business and brand; principles we've applied with great success on WD-40.'\u003c\/i\u003e \u003cb\u003eGarry Ridge, CEO, WD-40\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003ci\u003e'Once again, David Taylor has homed in on the essential success factors of great brand marketing to deliver a tangible, commercial return on investment.'\u003c\/i\u003e \u003cb\u003eApril Adams-Redmond, Chief Marketing Officer, Kerry Foods\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989316452581,"sku":"NP9781118484715","price":35.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118484715.jpg?v=1761783640","url":"https:\/\/k12savings.com\/products\/grow-the-core-isbn-9781118484715","provider":"K12savings","version":"1.0","type":"link"}