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Brand Stretch: Why 1 in 2 Extensions Fail and How to Beat the Oddsby David Taylor
Synopses & Reviews
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
Book News Annotation:
Taylor, a brand consultant, reveals why brand extensions often fail and provides a practical program for increasing the chances of success. He offers step-by-step instructions for strengthening the core product, developing a guiding vision, focusing on fewer extensions, and organizing the extended range to aid consumer choice. He demonstrates techniques with the successes and failures of real brands. B&w photos of products add to the readability of the layout.
Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand stretching that covers topics not found anywhere else, such as how to launch brand extensions and support them.
Stretching the Brand will help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand stretching. It provides the tools and techniques to stretch a brand successfully.
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:
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.
About the Author
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.
Table of Contents
1. Brand stretch – or brand ego trip?
So why does the success rate suck?
Virgin: The biggest ever brand ego trip?
Quitting the brand ego trip.
Brand added value.
Dove: Brand added value in action.
The Brand Stretch workout.
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.
Tango: Taking the eye off the orange ball.
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.
Checklist 3: Vision.
4. Step Three: Ideas.
Start close to home.
The fairytale world of innovation.
Starbucks’ Frappuccino: Real world innovation.
Innokill survival kit.
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.
Alternatives to going it alone.
Checklist 5: Focus.
6. Step Five: Delivery.
Nescafé Hot When You Want: Not so hot execution.
Brand and deliver.
The Apple iPod: White hot execution.
Delivering the promise.
Checklist 6: Delivery.
7. Step Six: Brand architecture.
The Sorcerer’s Apprentice.
Architecture for brands.
Houses versus streets.
Lego: Building blocks of a new future.
When the rubber hits the road.
Comfort: Designing a turnaround.
Let’s go round again.
Checklist 7: Brand architecture.
Appendix 1: Masterbrand positioning tips and tricks.
Appendix 2: Example masterbrand positioning tool.
Appendix 3: Masterbrand positioning tool template.
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