Customer Review

2 of 2 people found the following review helpful
5.0 out of 5 stars Another excellent Brandgym 'Hayne's Manual' of Branding!, 13 Feb 2013
This review is from: Grow the Core: How to Focus on Your Core Business for Brand Success (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'.

As with his earlier books, David Taylor has managed to write a highly readable no-nonsense book, which will be of interest and use at every level from front-line practitioners to the board room, and from students to academics. All in all, an enjoyable read, destined to become a well thumbed reference for anyone involved in the dark arts of branding!
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