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

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

'David Taylor again helps solve a crucial business issue: how to develop waves of brand building activity to grow your core.' Claus Kühlcke, 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

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