Brand Stretch: Why 1 in 2 Extensions Fail, and How to Beat the Odds
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.
1. Brand stretch – or brand ego trip?
So why does the success rate suck?
Virgin: The biggest ever brand ego trip?
Quitting the brand ego trip.
Brand added value.
Dove: Brand added value in action.
The Brand Stretch workout.
Checklist 1: Brand Stretch – or brand ego trip?
2. 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.
Tango: Taking the eye off the orange ball.
Checklist 2: Strengthen the core.
3. Step Two: Vision.
GPS for brands 30
The masterbrand challenges.
Less myopic marketing.
Blockbuster: Out of the video box.
Climbing the brand ladder.
Pampers: From bottoms to babies.
Axe: Ladders and snakes.
Checklist 3: Vision.
4. Step Three: Ideas.
Start close to home.
The fairytale world of innovation.
Starbucks’ Frappuccino: Real world innovation.
Innokill survival kit.
Checklist 4: Ideas.
5. 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.
The easyGroup story: Murder on the balance sheet.
Alternatives to going it alone.
Checklist 5: Focus.
6. Step Five: Delivery.
Nescafé Hot When You Want: Not so hot execution.
Brand and deliver.
The Apple iPod: White hot execution.
Delivering the promise.
Checklist 6: Delivery.
7. Step Six: Brand architecture.
The Sorcerer’s Apprentice.
Architecture for brands.
Houses versus streets.
Lego: Building blocks of a new future.
When the rubber hits the road.
Comfort: Designing a turnaround.
Let’s go round again.
Checklist 7: Brand architecture.
Appendix 1: Masterbrand positioning tips and tricks.
Appendix 2: Example masterbrand positioning tool.
Appendix 3: Masterbrand positioning tool template.
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.
“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)