Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds - Hardcover

Über die Autorin bzw. den Autor

David Taylor is Founder and Managing Partner of the brandgym, 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.
He began his career in brand management with Procter & 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.
His first book, 'the brandgym: A practical workout for boosting brand and business’ 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.

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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.

Enter 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.

"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."
―Andrew Harrison, Marketing Director, Nestlé Rowntree

"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. Brand Stretch is less a textbook and more a handbook for growth that teams can use day to day."
―Adam Morgan, author of Eating the Big Fish and founder of eatbigfish, London, UK

"Insightful and impactful, the principles in Brand Stretch can help you win in the marketplace."
―Maurice Doyle, Commercial Director, Bacardi-Martini UK

"A comprehensive list of suggestions to assist in the success of companies looking to extend their brands."
―Cliff Burrows, Managing Director, Starbucks Coffee Company (UK) Ltd

"David Taylor provides a well-grounded, cohesive approach to leveraging your brand's strengths. Brand Stretch is a practical and creative resource for marketers looking to maximize brand value."
―Kevin Lane Keller, E. B. Osborn Professor of Marketing, Amos Tuck School of Business, USA

Aus dem Klappentext

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.

Designed in a highly practical format, Brand Stretch 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:

• Strengthen the core: how a strong core product forms the foundation for stretch
• Vision: developing an ambitious vision to guide and inspire stretching
• Ideas: insight catalysts to help fuel extension idea creation
• Focus: doing fewer, bigger and better extensions to drive growth
• Delivery: using excellent execution to supercharge smart strategy.
• Architecture: organizing the extended range to aid consumer choice

Brand Stretch 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.