Waking the Giant

Revitalising the Mature Brand

Business & Finance, Marketing & Sales
Cover of the book Waking the Giant by Peter Steidl, Wiley
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Author: Peter Steidl ISBN: 9781118319567
Publisher: Wiley Publication: January 30, 2012
Imprint: Wrightbooks Language: English
Author: Peter Steidl
ISBN: 9781118319567
Publisher: Wiley
Publication: January 30, 2012
Imprint: Wrightbooks
Language: English

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  • how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan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.
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

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