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Zusatztext "This is essentially a useful guide for brand managers in organisations without long-term wisdom." (Brand Strategy! May 2004)"If this review were to be only two words! they would be 'Buy this!'..." (Media Week 4 May 2004)"...an admirable book..." (Management Today! March 2004) Informationen zum Autor 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. Klappentext 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. Zusammenfassung 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. Inhaltsverzeichnis Preface. Acknowledgements. 1. Brand stretch - or brand ego trip? Extension advantages. So why does the success rate suck? Virgin: The biggest ever brand ego trip? Shotgun weddings. Quitting the brand ego trip. Brand added value. Dove: Brand added value in action. The Brand Stretch workout. Key takeouts. 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. Risky business. Tango: Taking the eye off the orange ball. Key takeouts. 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. Elastic brands. Key takeouts. Checklist 3: Vision. 4. Step Three: Ideas. Start close to home. Moving out. Innovation shortcuts. The ...
