Grow the Core: How to Focus on your Core Business for Brand Success - Hardcover

Über die Autorin bzw. den Autor

David Taylor is founder and Managing Partner of the brandgym, a network of senior brand coaches that help teams create a clear brand vision and the action plans to turn this into growth. Clients include Sainsbury's, LVMH, Unilever, T-Mobile and SAB Miller.
David 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: The Brand Gym, Brand Vision, Brand Stretch and Never Mind the Sizzle...Where's the Sausage? were all number 1 on Amazon's branding books ranking. He also writes brandgymblog.com, one of world's top 60 marketing blogs.
David started his career in brand management with P&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.
david@thebrandgym.com

Von der hinteren Coverseite

Grow the Core 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.

The comprehensive programme covers four crucial key aspects of growing the core:

• Why Grow the Core?: 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
• Grow the Core principles: being distinctive through "fresh consistency", driving distribution and premiumising your brand
• Grow the Core workouts: six practical workouts covering product, design, communication, distribution, packaging and core range extension
• A workplan to Grow the Core: getting started on implementing the principles and workouts in your own business

'David Taylor again helps solve a crucial business issue: how to develop waves of brand building activity to grow your core.'
Claus Kühlcke, Chairman of the Board, Akapol S.A.

'At last, a book on how to creatively grow your core business and brand; principles we've applied with great success on WD-40.'
Garry Ridge, CEO, WD-40

'Once again, David Taylor has homed in on the essential success factors of great brand marketing to deliver a tangible, commercial return on investment.'
April Adams-Redmond, Chief Marketing Officer, Kerry Foods

Aus dem Klappentext

Grow the Core 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.

The comprehensive programme covers four crucial key aspects of growing the core:

• Why Grow the Core?: 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
• Grow the Core principles: being distinctive through “fresh consistency”, driving distribution and premiumising your brand
• Grow the Core workouts: six practical workouts covering product, design, communication, distribution, packaging and core range extension