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- how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan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.
Keywords: maturity; inevitable; brand; brands; growth; mature; challenges; giant; current; revitalising; book; demonstrates; challenge; major mature; many categories; opportunities; less; critical question; milk; important; fully, Marketing Management, Marketing Management