Waking the Giant: Revitalising the Mature Brand
January 2012, Wrightbooks
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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, your chosen strategy?
Inside you'll discover:
the merits of revitalisation and milking strategies, and how to choose between them
how to renew positive differentiation for a mature brand
how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan
how to align your revitalisation strategy with the consumers' and industry sector's evolutionary trends.