Waking the Giant: Revitalising the Mature Brand

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• how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan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.