Grow the Core

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