Brand stretch : why 1 in 2 extensions fail and how to beat the odds : a brandgym workout

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. Brand Stretch......Page 4 Contents......Page 10 Preface......Page 14 Acknowledgements......Page 18 Extension advantages......Page 20 Virgin: The biggest ever brand ego trip?......Page 22 Shotgun weddings......Page 27 Brand added value......Page 28 Dove: Brand added value in action......Page 30 The Brand Stretch workout......Page 33 Checklist 1: Brand Stretch – or brand ego trip?......Page 34 2. Step One: Strengthen the core......Page 36 In shape to stretch?......Page 37 The heart of a healthy brand......Page 38 Anchoring the core range......Page 40 Bud and Bud Light: Sun and planets......Page 41 Risky business......Page 43 Tango: Taking the eye off the orange ball......Page 45 Checklist 2: Strengthen the core......Page 47 3. Step Two: Vision......Page 48 GPS for brands......Page 49 The masterbrand challenges......Page 50 Blockbuster: Out of the video box......Page 53 Climbing the brand ladder......Page 54 Pampers: From bottoms to babies......Page 55 Axe: Ladders and snakes......Page 63 Elastic brands......Page 65 Checklist 3: Vision......Page 70 4. Step Three: Ideas......Page 72 Start close to home......Page 73 Moving out......Page 77 Innovation shortcuts......Page 80 The fairytale world of innovation......Page 84 Starbucks’ Frappuccino: Real world innovation......Page 85 Innokill survival kit......Page 87 Checklist 4: Ideas......Page 88 5. Step Four: Focus......Page 90 Heroes or zeroes?......Page 91 Bertolli: Virtual venture capital......Page 96 Dimension one: Brand vision building......Page 99 Dimension two: Show me the money......Page 102 The easyGroup story: Murder on the balance sheet......Page 111 Alternatives to going it alone......Page 114 Checklist 5: Focus......Page 116 6. Step Five: Delivery......Page 118 Nescafé Hot When You Want: Not so hot execution......Page 119 Brand damage......Page 120 The Apple iPod: White hot execution......Page 122 Delivering the promise......Page 124 Checklist 6: Delivery......Page 128 The Sorcerer’s Apprentice......Page 130 Architecture for brands......Page 131 Houses versus streets......Page 132 Mono-platform brands......Page 133 Multi-platform brands......Page 140 Lego: Building blocks of a new future......Page 149 When the rubber hits the road......Page 151 Comfort: Designing a turnaround......Page 155 Let’s go round again......Page 161 Checklist 7: Brand architecture......Page 162 Appendix 1: Masterbrand positioning tips and tricks......Page 164 Appendix 2: Example masterbrand positioning tool......Page 166 Appendix 3: Masterbrand positioning tool template......Page 168 References......Page 170 Index......Page 174 Brand Stretch Demonstrates The Dos And Don'ts Of Brand Extension With Many Stories Of Success (and Failure) Including Dove, Virgin, Bud Light, Pampers, Easygroup, Bacardi And Starbucks. It Is Invaluable Reading For Anyone Interested In Or Involved With Brand Extension.--jacket. . Brand Stretch? Or Brand Ego Trip? -- Extension Advantages -- So Why Does The Success Rate Suck? -- Virgin: Branson's Brand Ego Trip -- Shotgun Weddings -- Quitting The Brand Ego Trip -- Brand Added Value -- Dove: Brand Added Value In Action -- How Elastic Is Your Brand -- The Brand Stretch Workout -- Key Takeouts -- 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 -- Step Two: Vision -- Gps For Brands -- The Masterbrand Challenge -- Less Myopic Marketing -- Blockbuster: Out Of The Video Box -- Climbing The Brand Ladder -- Pampers: From Babies To Bottoms -- Axe: Ladders And Snakes -- Elastic Brands -- Key Takeouts -- Step Three: Ideas . Start Close To Home -- Moving Out -- Innovation Shortcuts -- The Fairytale World Of Innovation -- Starbucks Frappuccino: Real World Innovation -- Innokill Survival Kit -- Key Takeouts -- Step Four: Focus -- Meet The Seven Dwarves -- Heroes Or Zeroes?. Bertolli: Virtual Venture Capital -- Dimension One: Brand Vision Building -- Dimension Two: Show Me The Money -- Easygroup: Murder On The Balance Sheet -- Alternatives To Going It Alone -- Key Takeouts -- Step Five: Delivery -- Under-estimating Execution -- Nescafe; Hot When You Want: Not So Hot Execution -- Brand Damage -- Brand And Deliver -- The Apple Ipod Story: White Hot -- Delivering The Promise -- Key Takeouts -- Step Six: Architecture -- The Sorcerer's Apprentice -- Architecture For Brands -- Houses Versus Streets -- Mono-platform Brands -- Multi-platform Brands Lego -- Building Blocks Of A New Future -- When The Rubber Hits The Road -- Comfort: Designing A Turnaround -- Lets Go Round Again -- Key Takeouts. By David Taylor. Includes Bibliographical References (p. [151]-153) And Index. Having spent billions of dollars on creating, building and defending strong brands, it's payback time. These brands need to give birth to some beautiful and profitable offspring. Enter the world of brand stretch. a red-hot issue for brand teams and boardrooms alike. Done well, brand extension has the potential to create explosive growth for your business. However, the overcrowded extension graveyard shows just how hard it is to stretch successfully. This book provides practical help on both the method and the mindset needed to boost your chances of winning, illustrated with cases on Dove, Bacardi, Virgin, Starbucks, easyGroup, Budweiser and many others. 'David Taylor's latest book offers a powerful combination of well-researched case studies and practical tips for today's managers. In a world where the ability to stretch your brands further is a key source of competitive advantage, Taylor's advice is required reading. ' Andrew Harrison, Marketing Director, Nestle Rowntree 'Taylor cuts through the jungle of jargon and overly-theoretical models that have made up the thinking on brand extension up to now. Brand Stretch is less a textbook and more a handbook for growth that teams can u David Taylor's insightful and inspiring look inside the world of brand stretch reveals the real reasons for the poor success rate in this area and provides a practical programme to help boost your chances of success. The 'brand added value' approach ensures that extension efforts focus on promising and delivering compelling, competitive consumer benefits.