Grow the Core

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