Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout

Brand Stretch......Page 4
Contents......Page 10
Preface......Page 14
Acknowledgements......Page 18
Extension advantages......Page 20
Virgin: The biggest ever brand ego trip?......Page 22
Shotgun weddings......Page 27
Brand added value......Page 28
Dove: Brand added value in action......Page 30
The Brand Stretch workout......Page 33
Checklist 1: Brand Stretch – or brand ego trip?......Page 34
2. Step One: Strengthen the core......Page 36
In shape to stretch?......Page 37
The heart of a healthy brand......Page 38
Anchoring the core range......Page 40
Bud and Bud Light: Sun and planets......Page 41
Risky business......Page 43
Tango: Taking the eye off the orange ball......Page 45
Checklist 2: Strengthen the core......Page 47
3. Step Two: Vision......Page 48
GPS for brands......Page 49
The masterbrand challenges......Page 50
Blockbuster: Out of the video box......Page 53
Climbing the brand ladder......Page 54
Pampers: From bottoms to babies......Page 55
Axe: Ladders and snakes......Page 63
Elastic brands......Page 65
Checklist 3: Vision......Page 70
4. Step Three: Ideas......Page 72
Start close to home......Page 73
Moving out......Page 77
Innovation shortcuts......Page 80
The fairytale world of innovation......Page 84
Starbucks’ Frappuccino: Real world innovation......Page 85
Innokill survival kit......Page 87
Checklist 4: Ideas......Page 88
5. Step Four: Focus......Page 90
Heroes or zeroes?......Page 91
Bertolli: Virtual venture capital......Page 96
Dimension one: Brand vision building......Page 99
Dimension two: Show me the money......Page 102
The easyGroup story: Murder on the balance sheet......Page 111
Alternatives to going it alone......Page 114
Checklist 5: Focus......Page 116
6. Step Five: Delivery......Page 118
Nescafé Hot When You Want: Not so hot execution......Page 119
Brand damage......Page 120
The Apple iPod: White hot execution......Page 122
Delivering the promise......Page 124
Checklist 6: Delivery......Page 128
The Sorcerer’s Apprentice......Page 130
Architecture for brands......Page 131
Houses versus streets......Page 132
Mono-platform brands......Page 133
Multi-platform brands......Page 140
Lego: Building blocks of a new future......Page 149
When the rubber hits the road......Page 151
Comfort: Designing a turnaround......Page 155
Let’s go round again......Page 161
Checklist 7: Brand architecture......Page 162
Appendix 1: Masterbrand positioning tips and tricks......Page 164
Appendix 2: Example masterbrand positioning tool......Page 166
Appendix 3: Masterbrand positioning tool template......Page 168
References......Page 170
Index......Page 174