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Waking the giant : revitalising the mature brand

Author: Peter Steidl
Publisher: Hoboken [N.J.] : John Wiley & Sons, 2012.
Series: Strategy.applied.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Brand maturity is not inevitable. Waking the Giant challenges current thinking and practice when it comes to achieving growth with mature brands. This book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting -- and requires just as much ingenuity and innovation -- as launching a new brand. While major mature brands still dominate many categories, margins and growth  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Steidl, Peter.
Waking the Giant : Revitalising the Mature Brand.
Hoboken : John Wiley & Sons, ©2012
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Peter Steidl
ISBN: 9781118319567 1118319567
OCLC Number: 784884406
Description: 1 online resource.
Contents: Cover; Contents; Title; Copyright; Acknowledgements; Introduction; Part I: Making the Commitment; Chapter 1: Before we Start, is it Really Worth the Effort?; Occupier Brands; In Favour of a Milking Strategy; In Favour of a Revitalisation Strategy; Revitalise or Milk?; The Monopoly Brand; Key Points; Chapter 2: Abolish Work Practices that Cause Maturity; Mixing Tactics and Strategies; Benchmarking: Copying What Others are Doing; Non-Proprietary Technologies Driving Innovation; Meaningless, Incremental Innovation; Delivering What the Market is Asking for; What is Marketing's Future?; Key Points. Chapter 3: Adopt New Work PracticesThe Importance of Work Practices; From Determinism to Flexibility; Building the Ingenuity of the Organisation; From Traditional Market Research to Leading-Edge Methodologies; Chapter 4: Move From Expert to Intuitive Strategy; The Problem: The Future Looks Less Like the Past; Expert and Intuitive Battle Strategies; Expert or Intuitive Strategy to Revitalise Your Brand?; How Can We Strengthen our Intuitive Decision Making?; Key Points; Part II: Revitalisation Strategies; Chapter 5: Deliver Delights; Key Points; Chapter 6: Throw your Master Brand into Battle. Primary BrandMaster Brand; Key Points; Chapter 7: Brand Vision Archetypes1; Who the Brand Wants to be Known as; Finding the Right Brand Vision Archetype for the Mature Brand; Key Points; Chapter 8: Use Symbolism; Making the Tangible Intangible; Making the Intangible Tangible; Key Points; Chapter 9: Move From Exposure to Engagement; What's New?; The Need to Change Work Practices; The Importance of Strategy; Key Points; Chapter 10: Don't Engage in Channel-Neutral Planning; Key Points; Chapter 11: Change the Rules of Competition; Change is all Around Us; Why are the Desired Benefits Changing? Can We Proactively Change Criteria?Key Points; Part III: Selecting the Strategy that's Right for you; Chapter 12: Is your Brand Revitalisation Strategy Aligned with the Industry's Evolutionary Path?; Industry Evolution; Conclusions; Key Points; Chapter 13: Is your Brand Revitalisation Strategy Aligned with the Consumer's Evolution?; Consumers' Ability to Deal with Complexity; The Flynn Effect: We are Getting Smarter; The Evolution of Consumers' Values; Trade-off Decisions; What is a Great Experience?; Key Points. Chapter 14: Is your Brand Revitalisation Strategy Changing the Brand Construct in the Consumer's Mind?How the Mind Works; Brands are Memories; What is Remembered?; How we Remember; The Asymmetrical World we Live in; Revitalising Mature Brands; Priming; Key Points; Epilogue: Just do it!; Recommended Reading; Index.
Series Title: Strategy.applied.
Responsibility: Peter Steidl.

Abstract:

Brand maturity is not inevitable. Waking the Giant challenges current thinking and practice when it comes to achieving growth with mature brands. This book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting -- and requires just as much ingenuity and innovation -- as launching a new brand. While major mature brands still dominate many categories, margins and growth opportunities are often less than exciting. The critical question is: milk the brand, or revitalise? And, just as important: is your organisation fully committed to, and able to deliver on, y.

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