Grow the Core – How to focus on your Core Business for Brand Success

Thanks xi
<p>Introduction xiii</p>
<p>PART I: WHY GROW THE CORE? 1</p>
<p>1. Defining the core 3</p>
<p>What is the core? 3</p>
<p>Anchoring the core 7</p>
<p>Key takeouts 9</p>
<p>Checklist 9</p>
<p>2. Stretching the brand, forgetting the core 11</p>
<p>Getting it right brand stretch can work Apple 11</p>
<p>Getting it wrong brand ego tripping Virgin 13</p>
<p>Snow White and the 17 dwarves 20</p>
<p>Neglecting the core Bausch &amp; Lomb 24</p>
<p>Key takeouts 25</p>
<p>Checklist 26</p>
<p>3. The case for the core 27</p>
<p>Two ways to make a million Heinz soup 27</p>
<p>The case for the core 30</p>
<p>A new marketing mind–set Scooty 30</p>
<p>The challenges of growing the core 32</p>
<p>Key takeouts 36</p>
<p>Checklist 36</p>
<p>PART II: GROW THE CORE PRINCIPLES 37</p>
<p>4. The core growth drivers 39</p>
<p>Core growth driver 1: Penetration 39</p>
<p>Driving penetration with distinctiveness 44</p>
<p>Fresh consistency James Bond 48</p>
<p>Driving penetration with distribution 57</p>
<p>Core growth driver 2: Premiumisation 58</p>
<p>The Grow the Core workouts 59</p>
<p>The best brand in the world Nespresso? 61</p>
<p>Key takeouts 65</p>
<p>Checklist 66</p>
<p>5. Renovation or re–invention? 67</p>
<p>Renovate the core Walkers 69</p>
<p>Re–position the core Lucozade 72</p>
<p>Re–define the core Bertolli 76</p>
<p>Re–invent the core Kodak and TomTom 77</p>
<p>Key takeouts 82</p>
<p>Checklist 83</p>
<p>PART III: GROW THE CORE WORKOUTS 85</p>
<p>6. Workout 1: Bake the brand into your product 87</p>
<p>Bake in your brand The Geek Squad 89</p>
<p>Using product to grow your core 1: Amplify a</p>
<p>product truth Morrisons and Castle Lite 92</p>
<p>Using product to grow your core 2: More of what you want McDonald s 97</p>
<p>Using product to grow your core 3: Less of what you don t want Walkers 99</p>
<p>Key takeouts 100</p>
<p>Checklist 100</p>
<p>7. Workout 2: Create a distinctive identity 103</p>
<p>Identity crisis 105</p>
<p>Being the 1 in 1000 106</p>
<p>Balancing freshness and consistency Tropicana 108</p>
<p>Updating your identity Nivea 110</p>
<p>Creating your identity Charlie Bigham s 111</p>
<p>Suggesting a benefit Waitrose Essentials 113</p>
<p>Re–positioning Green &amp; Black s 115</p>
<p>Adding value Molton Brown 115</p>
<p>Packvertising innocent 116</p>
<p>Family ties Nescaf&acute;e and Red Bull 118</p>
<p>Amplifying brand properties Felix 121</p>
<p>Five–minute focus groups 122</p>
<p>Key takeouts 124</p>
<p>Checklist 124</p>
<p>8. Workout 3: Communicate with cut–through 127</p>
<p>Communication breakdown 129</p>
<p>Fresh consistency 132</p>
<p>Think like a TV producer 137</p>
<p>Creating a campaign Sainsbury s 138</p>
<p>Refreshing what made you famous Hovis 140</p>
<p>What about social media? 144</p>
<p>Key takeouts 161</p>
<p>Checklist 162</p>
<p>9. Workout 4: Go beyond promotion to activation 163</p>
<p>Grab and go innocent s Big Knit 166</p>
<p>Creating an activation property Carling Be the Coach 168</p>
<p>Amplifying the property Nike 172</p>
<p>Key takeouts 175</p>
<p>Checklist 176</p>
<p>10. Workouts 5 and 6: Drive your distribution 177</p>
<p>Workout 5: Existing channels 180</p>
<p>Workout 6: New channels 182</p>
<p>Key takeouts 188</p>
<p>Checklist 189</p>
<p>11. Workouts 7 and 8: Extend the core 191</p>
<p>Delivering a double whammy 193</p>
<p>Workout 7: Pack extension WD–40 196</p>
<p>Workout 8: Product extension Ryvita 199</p>
<p>Key takeouts 202</p>
<p>Checklist 202</p>
<p>PART IV: THE GROW THE CORE WORKPLAN 203</p>
<p>12. Grow the core getting started 205</p>
<p>Stage 1: Insight 207</p>
<p>Stage 2: Ideas 214</p>
<p>Stage 3: Exploration 214</p>
<p>Stage 4: Action 215</p>
<p>Key takeouts 220</p>
<p>Checklist 221</p>
<p>References 223</p>
<p>Also by 227</p>
<p>Index 229</p>