Waking the Giant: Revitalising the Mature Brand - Softcover

Steidl, Peter

Softcover

ISBN 10: 174216952X ISBN 13: 9781742169521

Publisher: Wrightbooks, 2009

Synopsis

Brand maturity is not inevitable.

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• how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan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

About this title

From the Inside Flap

Survive, Exploit, Disrupt

Action Guidelines for Marketing in a Recession

During a recession too much time can be spent trying to guess what impact it may have, while too little time is spent exploring the strategic options available. Survive, Exploit, Disrupt addresses the need for companies to shift their strategic thinking during an economic downturn. As trends change and consumer behaviour becomes less predictable, companies that triumph over economic downturn fall into three categories: survivors, exploiters and disrupters.

This book shows executives how to navigate their way through the many challenges a recession represents for their business, and capitalise on the opportunities these periods of upheaval present.

Mindshare is a global media and marketing network with billings in excess of US$23 billion. It offers strategic partnership to some of the world’s leading brands, including Nike, Motorola, Unilever, Diageo, Nestlé, GSK, HSBC, Ford and IBM.

The company offers services that include business analytics, consumer insights, creative communication, marketing ROI, and media planning and buying.

Mindshare prides itself on a unique open-source approach and wideranging expertise covering digital and search, mobile, activation, branded content and sponsorships in addition to broadcast and print solutions that transform marketing challenges into tangible business results.

The network consists of 97 offi ces in 67 countries throughout the US, Latin America, Europe, Middle East and Asia–Pacifi c. Mindshare is a member of WPP, the world’s leading communications services group.

For more information, please visit .

About the Author

Dr Peter Steidl has lived and worked as a consultant in the UK, Germany, Austria and Australia and counts some 30 Fortune Global 500 companies among his clients. He is currently Partner, Business Planning with Mindshare Australia and serves as Adjunct Professor, Department of Computing and on the board of the Institute for Multi-Sensor Processing & Content Analysis at Curtin University of Technology.

About this edition

• Publisher: Wrightbooks
• Publication date: 2009
• ISBN 10: 174216952X
• ISBN 13: 9781742169521
• Binding: Paperback
• Edition number: 1
• Number of pages: 240