“This is essentially a useful guide for brand managers in organisations without long-term wisdom.” (Brand Strategy, May 2004)
“If this review were to be only two words, they would be 'Buy this!' [this] book is an essential, authoritative and easy-to-understand..” (Media Week 4 May 2004)
"...an admirable book..." (Management Today, March 2004)
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.
Text provides a look inside the world of brand stretch, revealing reasons for the poor success rate in this area. Proposes a program of six step-by-step 'workouts' that provide tools and tips on how to start applying them to your business tomorrow. DLC: Brand name products--Management.
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.
Designed in a highly practical format, Brand Stretch proposes a program of six step-by-step 'workouts' that provide powerful tools and tips on how to start applying them to your business tomorrow:
- Strengthen the core: how a strong core product forms the foundation for stretch
- Vision: developing an ambitious vision to guide and inspire stretching
- Ideas: insight catalysts to help fuel extension idea creation
- Focus: doing fewer, bigger and better extensions to drive growth
- Delivery: using excellent execution to supercharge smart strategy.
- Architecture: organizing the extended range to aid consumer choice
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 by or involved with brand extension.
About the Author
David Taylor is Founder and Managing Partner of the brandgym, a consultancy helping teams develop action-oriented brand strategies. He has worked with many highly acclaimed and well-respected companies such as Unilever, SAB Miller, Danone, Cadburys and Blockbuster to help them boost brand and business performance. He was recently named by the CIM as one of the 50 leading marketing thinkers of today.
He began his career in brand management with Procter & Gamble and Sara Lee before completing an MBA at INSEAD, France. He then started and successfully grew the Paris office of Added Value, Europe's leading marketing consultancy.
His first book, 'the brandgym: A practical workout for boosting brand and business’ was published in 2002 and quickly became Amazon UK’s best selling branding title. He has also written many articles for Marketing, Brand Strategy, Marketing Business and Market Leader, and is a regular speaker at branding conferences.
