Grow the Core: How to Focus on Your Core Business for Brand Success - Couverture rigide

Taylor, David

Couverture rigide

ISBN 10 : 1118484711 ISBN 13 : 9781118484715

Editeur : John Wiley & Sons Inc, 2013

Synopsis

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.

A propos du livre

Quatrième de couverture :

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. Alfrédo 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&D 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 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

Brand extensions can be fun, but growing your core is a must, as is reading this excellent book. Pierre Chandon, L Oréal 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

Biographie de l'auteur :

David Taylor is founder and Managing Partner of the brandgym, a network of senior brand coaches that help teams create a clear brand vision and the action plans to turn this into growth. Clients include Sainsbury s, LVMH, Unilever, T–Mobile and SAB Miller.

David as been named one of the world s 50 leading marketing thinkers by the CIM. He is the author of four successful books on branding published by John Wiley: The brandgym, Brand Vision, Brand Stretch and Where s the Sausage were all number 1 on Amazon s branding books ranking.  He also writes brandgymblog.com, one of world s top 60 marketing blogs.

David started his career in brand management with P&G before doing an MBA at INSEAD. He then started the Paris office of Added Value in 1993 and grew it to 50 people, leaving to create the brandgym in 2001, to spend more time on brand strategy, and less time bored in board meetings.

david@thebrandgym.com

À propos de cette édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2013
• ISBN 10: 1118484711
• ISBN 13: 9781118484715
• Reliure: Relié
• Nombre de pages: 256