Synopses & Reviews
According to bestselling marketing expert Sergio Zyman, many companies rely too heavily on innovation to solve their problems. Whenever a brand or business gets old and tired, the impulse is to scrap it and start over with something fresh. It sounds great, but more often than not, innovation simply doesnt work. Zyman knows this firsthand he was the chief marketing officer at Coca-Cola during the disastrous launch of New Coke.
So whats the alternative? Zyman now preaches the power of renovation, not innovation. Recapture the essence of your existing brands, products, and core competencies, and do more of the things that made you great in the first place. For instance, Coca- Colas essence was about authenticity, continuity, and stability, and New Coke undermined all three qualities. It seems obvious in retrospect, yet too many managers are so impressed by innovation that they approve ideas no one will buy, such as premoistened toilet paper or smokeless cigarettes.
With Renovate Before You Innovate, Zyman explains the tools managers need to revitalize their marketing strategies and improve their growth rates. This book will challenge the conventional business wisdom and help companies make smarter decisions.
Synopsis
Zyman--the chief marketing officer at Coca-Cola during the disastrous launch of New Coke--explains the tools managers need to revitalize their marketing strategies and recapture the essence of existing brands, products, and core competencies in order to improve their growth rates.
About the Author
Sergio Zyman is the bestselling author of
The End of Marketing as We Know It as well as the chairman of the Zyman Group, a strategic consulting firm whose clients include EDS, ConAgra Foods, Alcoa, and Blockbuster. He is also the namesake of Emory Universitys new Zyman Institute for Brand Science.
Armin A. Brott is a business writer.
Table of Contents
Contents Acknowledgments vi
Introduction ix
1. So Whats Wrong with Innovation? 1
2. Renovate Instead 23
3. Renovate Your Thinking 47
4. Renovate Your Business Destination 71
5. Renovate Your Competitive Frame 89
6. Renovate Your Segmentation 109
7. Renovate Your Brand Positioning 131
8. Renovate Your Customers Brand Experience 156
9. Forced RenovationWhen Things Go Really, Really Wrong 179
10. Tying It All Together 186
Conclusion 215
Appendix: Renovating the Coca-Cola Company 221
Index 235