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Grow the Core: How to Focus on your Core Business for Brand Success Kindle Edition

4.6 out of 5 stars 28 customer reviews

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Length: 254 pages Word Wise: Enabled

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Review

"Includes useful tips, including how to strengthen a core brand with a limited communication budget."--Supply Business, January 2013

From the Inside Flap

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

Product details

  • Format: Kindle Edition
  • File Size: 3190 KB
  • Print Length: 254 pages
  • Publisher: Wiley; 1 edition (7 Jan. 2013)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00AZ28K6E
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 4.6 out of 5 stars 28 customer reviews
  • Amazon Bestsellers Rank: #470,889 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.6 out of 5 stars
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Top Customer Reviews

Format: Hardcover
I've been following the author's work for several years now, and have always been impressed with the way he provides new insight into marketing and branding in a no-frills and practical way.

The previous reviewer referred to this latest book as a 'Haynes' manual which is a great way to describe all of Taylor's books: un-fussy; not in the slightest academic; books you can dip in to and revisit to stimulate your own creative thoughts and approach challenges with a fresh perspective.

'Grow the Core' follows the style of the previous volumes with series of case studies that the author uses to provide a contemporary view about marketing and branding that challenges traditional theories.

What's different with this book is that it was written in the light of a recession that has thrown up unprecedented challenges to marketers. This is perhaps David Taylor's own "USP' - he always looks to the future rather than commenting on the past.

Following conventional marketing wisdom in these challenging times could be a recipe for disaster; what worked 10 years ago, even 5 years ago could lead a business down a blind alley. Instead, this book looks at how businesses can expand by understanding what their core appeal is and building on that. How many businesses are going to wall at the moment because they've lost sight of their core values?

What I also like about the author's work (and this new book follows the same pattern of previous books) is that the learning can be applied to all sectors. I work in marcoms in the public sector where 'social marketing' is our focus. We're going through massive, unprecedented change - basically, having to do 'more with less'. That means focusing on our core priority services in order to meet customer expectations.
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Format: Hardcover
In this new 'Brandgym' book David Taylor gives lots of valuable insights and examples of how to `renovate' the brand to keep it both consistent and fresh, underpinned by countless examples of household names that either got it right, or came unstuck. He cites some interesting and fascinating success stories, such as the James Bond `franchise' which - after five decades - is more successful at the box office than ever it was.

This book is an excellent follow-on from other books by David Taylor, and comes hard on the heels of his book `Brand Stretch'. In that book, he highlighted the temptations and pitfalls of over-reliance on stretching the brand into new market areas while losing focus on growing the core business - what made you successful in the first place. In his earlier book he explained what he calls `Brand Ego Tripping' - going off on risky frolics to stretch the brand into other areas, with the result that fewer than 50% of brand extensions survive for more than three years - the rest destined for a resting place in the over-crowded brand stretch graveyard. Not only are such risky ventures greedy for time and resources, worse still, they also risk the `double whammy' of damaging the core business.

He takes a brief look at what can go wrong with brand stretching, reviewing successes such as Apple, and how even companies famed for stretching their brand can come unstuck - perhaps the best example being some of Virgin's failed ventures.

The book takes us through eight practical `workouts' starting with `How to bake the brand into your product' and concludes with how to conduct a `Grow the Core' project, outlining the strategy used by The Brandgym consultancy, taking us through the four key stages - `Insight, Ideas, Exploration, and Action'.
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Format: Hardcover Vine Customer Review of Free Product ( What's this? )
This is an outstanding book!

Full of ideas with supporting arguments regarding growing your core offering instead of meandering off in search of a new or alternative offering.

Within the first couple of dozen pages I could immediately see that some of the business expansion I have been involved in (in our family business) is focused correctly - as well as understand why some of our alternative ideas haven't really taken off.

Plenty of examples of household names - both of successful and unsuccessful attempts at growth, and all with plenty of detailed explanation to ponder.

Highly recommended!
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Format: Hardcover Vine Customer Review of Free Product ( What's this? )
Firstly a perfectly presented book - well structured - well written and full of easy to access information making a technical subject easy to assimilate and understand.

A fantastic approach to a subject which should be a priority for every business who wishes to stay `on the money' - it focuses on the simple concept of growing the core business of any company by implementing simple strategies without proliferating into areas which drain energy and resources - a phenomena which is often only too apparent.

The `brandgym' workout is inspirational - A must have book!.
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Format: Hardcover
This book certainly is one of the best marketing tools I ever used.

The various chapters are following each other in a really logical way, in accordance with the order of doing things that one should follow to achieve "growing a brand's core". It's a shame that not all books I have read on the subject had this amazing step-by-step structure.

I have also been surprised to see how easy it was to understand all the concepts it contained though they were really technical. The author illustrates all his ideas with concrete examples, which is extremely enjoyable.

Finally I really appreciated all the brilliant features the book contains such as the "key takeouts" and the "checklists" that are really useful as they both help achieving better use of the book's pieces of advice by allowing you to know EXACTLY which ones will be the more relevant regarding your specific situation.
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