Taylor Brand Stretch

Why 1 in 2 Extensions Fail, and How to Beat the Odds
1. Auflage 2004
ISBN: 978-0-470-86212-4
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 178 Seiten, E-Book

Stretching the Brand offers practical and actionableadvice on how to extend successful brands into new areas withoutlosing sight of the value of the original brand itself. Examples ofbrand stretching include Dove soap, which has now been extended tothe shampoo and deodorant markets. This book presents asingle-minded focus on brand stretching that covers topics notfound anywhere else, such as how to launch brand extensions andsupport them.
Stretching the Brand will help companies increasetheir chances of winning by looking at the lessons learnt from bothsuccesses and failure in brand stretching. It provides the toolsand techniques to stretch a brand successfully.

Autoren/Hrsg.

Taylor, Dave

Taylor, David

Inhaltsverzeichnis

Preface.
Acknowledgements.
1. Brand stretch - or brand ego trip?
Extension advantages.
So why does the success rate suck?
Virgin: The biggest ever brand ego trip?
Shotgun weddings.
Quitting the brand ego trip.
Brand added value.
Dove: Brand added value in action.
The Brand Stretch workout.
Key takeouts.
Checklist 1: Brand Stretch - or brand ego trip?
2. Step One: Strengthen the core.
In shape to stretch?
The heart of a healthy brand.
Anchoring the core range.
Bud and Bud Light: Sun and planets.
Risky business.
Tango: Taking the eye off the orange ball.
Key takeouts.
Checklist 2: Strengthen the core.
3. Step Two: Vision.
GPS for brands 30
The masterbrand challenges.
Less myopic marketing.
Blockbuster: Out of the video box.
Climbing the brand ladder.
Pampers: From bottoms to babies.
Axe: Ladders and snakes.
Elastic brands.
Key takeouts.
Checklist 3: Vision.
4. Step Three: Ideas.
Start close to home.
Moving out.
Innovation shortcuts.
The fairytale world of innovation.
Starbucks' Frappuccino: Real world innovation.
Innokill survival kit.
Key takeouts.
Checklist 4: Ideas.
5. Step Four: Focus.
Meet the seven dwarves.
Heroes or zeroes?
Bertolli: Virtual venture capital.
Dimension one: Brand vision building.
Dimension two: Show me the money.
The easyGroup story: Murder on the balance sheet.
easyGroup summary.
Alternatives to going it alone.
Key takeouts.
Checklist 5: Focus.
6. Step Five: Delivery.
Underestimating execution.
Nescafé Hot When You Want: Not so hot execution.
Brand damage.
Brand and deliver.
The Apple iPod: White hot execution.
Delivering the promise.
Key takeouts.
Checklist 6: Delivery.
7. Step Six: Brand architecture.
The Sorcerer's Apprentice.
Architecture for brands.
Houses versus streets.
Mono-platform brands.
Multi-platform brands.
Lego: Building blocks of a new future.
When the rubber hits the road.
Comfort: Designing a turnaround.
Let's go round again.
Key takeouts.
Checklist 7: Brand architecture.
Appendix 1: Masterbrand positioning tips and tricks.
Appendix 2: Example masterbrand positioning tool.
Appendix 3: Masterbrand positioning tool template.
References.
Index.

Über Autor(innen)

David Taylor is Founder and Managing Partner of thebrandgym, a consultancy helping teams develop action-orientedbrand strategies. He has worked with many highly acclaimed andwell-respected companies such as Unilever, SAB Miller, Danone,Cadburys and Blockbuster to help them boost brand and businessperformance. He was recently named by the CIM as one of the 50leading marketing thinkers of today.
He began his career in brand management with Procter & Gambleand Sara Lee before completing an MBA at INSEAD, France. He thenstarted and successfully grew the Paris office of Added Value,Europe's leading marketing consultancy.
His first book, 'the brandgym: A practical workout for boostingbrand and business' was published in 2002 and quicklybecame Amazon UK's best selling branding title. He has alsowritten many articles for Marketing, Brand Strategy, MarketingBusiness and Market Leader, and is a regular speaker at brandingconferences.