Grow the core : how to focus on your core business for brand success

Thanks xi    Introduction xiii     PART I: WHY GROW THE CORE? 1     1. Defining the core 3     What is the core? 3     Anchoring the core 7     Key takeouts 9     Checklist 9     2. Stretching the brand, forgetting the core 11     Getting it right   brand stretch can work     Apple 11     Getting it wrong    brand ego tripping     Virgin 13     Snow White and the 17 dwarves 20     Neglecting the core     Bausch & Lomb 24     Key takeouts 25     Checklist 26     3. The case for the core 27     Two ways to make a million     Heinz soup 27     The case for the core 30     A new marketing mind-set     Scooty 30     The challenges of growing the core 32     Key takeouts 36     Checklist 36     PART II: GROW THE CORE PRINCIPLES 37     4. The core growth drivers 39     Core growth driver 1: Penetration 39     Driving penetration with distinctiveness 44     Fresh consistency     James Bond 48     Driving penetration with distribution 57     Core growth driver 2: Premiumisation 58     The Grow the Core workouts 59     The best brand in the world     Nespresso? 61     Key takeouts 65     Checklist 66     5. Renovation or re-invention? 67     Renovate the core     Walkers 69     Re-position the core     Lucozade 72     Re-define the core     Bertolli 76     Re-invent the core     Kodak and TomTom 77     Key takeouts 82     Checklist 83     PART III: GROW THE CORE WORKOUTS 85     6. Workout 1: Bake the brand into your product 87     Bake in your brand     The Geek Squad 89     Using product to grow your core 1: Amplify a     product truth     Morrisons and Castle Lite 92     Using product to grow your core 2: More of what you want     McDonald   s 97     Using product to grow your core 3: Less of what you don   t want     Walkers 99     Key takeouts 100     Checklist 100     7. Workout 2: Create a distinctive identity 103     Identity crisis 105     Being the 1 in 1000 106     Balancing freshness and consistency     Tropicana 108     Updating your identity     Nivea 110     Creating your identity     Charlie Bigham   s 111     Suggesting a benefit     Waitrose Essentials 113     Re-positioning     Green & Black   s 115     Adding value     Molton Brown 115     Packvertising     innocent 116     Family ties     Nescaf\'e and Red Bull 118     Amplifying brand properties     Felix 121     Five-minute focus groups 122     Key takeouts 124     Checklist 124     8. Workout 3: Communicate with cut-through 127     Communication breakdown 129     Fresh consistency 132     Think like a TV producer 137     Creating a campaign     Sainsbury   s 138     Refreshing what made you famous     Hovis 140     What about social media? 144     Key takeouts 161     Checklist 162     9. Workout 4: Go beyond promotion to activation 163     Grab and go     innocent   s Big Knit 166     Creating an activation property     Carling    Be the Coach    168     Amplifying the property     Nike 172     Key takeouts 175     Checklist 176     10. Workouts 5 and 6: Drive your distribution 177     Workout 5: Existing channels 180     Workout 6: New channels 182     Key takeouts 188     Checklist 189     11. Workouts 7 and 8: Extend the core 191     Delivering a double whammy 193     Workout 7: Pack extension     WD-40 196     Workout 8: Product extension     Ryvita 199     Key takeouts 202     Checklist 202     PART IV: THE GROW THE CORE WORKPLAN 203     12. Grow the core     getting started 205     Stage 1: Insight 207     Stage 2: Ideas 214     Stage 3: Exploration 214     Stage 4: Action 215     Key takeouts 220     Checklist 221     References 223     Also by 227     Index 229