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Grow The Core - How To Focus On Your Core Business For Brand Success (Cód: 9236529)

Taylor, David; Taylor, Dave

John Wiley & Sons

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Grow The Core - How To Focus On Your Core Business For Brand Success


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Grow the Core stands conventional wisdom about business growth on its head and provides a proven formula for growing your business in recessionary times. These days, it's a common belief among business leaders across industry sectors that the best way to grow their businesses is to expand into new markets. In reality, virtually all top-performing companies achieve superior results through a leading position in their core business. Unfortunately, there's very little in the way of practical advice on how to do this. Grow the Core shows you how tofocus on your core business for brand success, with a program of eight workouts road-tested by the author's consultancy, the brandgym. The book provides inspiration, practical advice and proven tools for building and strengthening your core business. It is packed with case studies from brandgym clients, including Mars, Friesland Campina, SAB Miller and Danone. The book features exclusive brandgym research, in addition to front-line experience on over one hundred brand coaching projects. '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 Growing your core business is key for sustainable, profitable growth, yet advice on how to do it is thin on the ground. 'Grow the Core' is the first practical guide on focusing your core business for brand success, illustrated with inside stories on brands including Apple, James Bond, Heinz, Nespresso and McDonald's. A programme of six 'Workouts' helps you harness the whole marketing mix to grow your core, including product, design, communication, distribution and packaging. No-one has a better grasp of what is fundamentally important in marketing than David Taylor. Now he's turned his sights - brilliantly I might add - on the vitally important topic of growing the core.'--'Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business' 'This book is an inspiring guide to help companies face the biggest challenge of today - how to successfully grow their core.'--'Martin Glenn, CEO, Iglo Foods Group Limited ' ''Grow the Core' is another excellent example of David Taylor's uniquely practical, bottom-line focused approach to branding.'--'Alfredo Gangotena, Global Chief Marketing Officer, MasterCard Worldwide' 'An easy-to-read, no nonsense journey to the core of your brand, packed with fresh and practical advice.'--'Markus Kramer, Global Marketing Director, Aston Martin Lagonda ' 'These brandgym workouts have enabled our big brands to deliver bolder, more consistent and focused plans that have driven sustainable business growth.'--'Ian Penhale, Marketing Director, SAB Miller' 'Too often marketers are distracted by diversification. How refreshing to have someone as experienced and able as David Taylor to show how to grow your core brand.'--'Mark Ritson, Associate Professor, Melbourne Business School ' 'This is 'the' bible for driving profitable growth by refreshing what made your core business successful.'--'Carol Welch, ' 'Marketing & R Director, Jordans & Ryvita Co.' 'Growing the core is a business imperative today, and this book brings road-tested tools to help you do this.'--'Yvan Bonneton',' Marketing Director, Henkel France ' 'David Taylor again helps solve a crucial business issue: how to develop waves of brand building activity to grow your core.'--'Claus Kuhlcke, 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' 'Brand extensions can be fun, but growing your core is a must, as is reading this excellent book.'--'Pierre Chandon, ' 'L'Oreal Chaired Professor of Marketing, Innovation, and Creativity at INSEAD' 'In this highly readable book David Taylor builds further on the brandgym idea of brand fitness by taking you on a journey to the core of 'your' brand strength.'--'Niraj Dawar',' ' 'Professor of Marketing, Ivey Business School' 'In a world awash with advice on brand extension, it's great have a book focused on the harder and strategically important discipline of growing your core business.'--'Jon Goldstone,' 'VP Brand Building, Unilever Foods and Ice Cream'


Produto sob encomenda Sim
Marca John Wiley & Sons
Cód. Barras 9781118484715
Altura 24.10 cm
I.S.B.N. 9781118484715
Profundidade 2.50 cm
Referência 022163456
Acabamento Capa dura
Ano da edição 2013
Idioma Inglês
Número de Páginas 254
Peso 0.54 Kg
Largura 16.50 cm
AutorTaylor, David; Taylor, Dave


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