Home » Waking the Giant: Revitalising the Mature Brand by Peter Steidl
Waking the Giant: Revitalising the Mature Brand Peter Steidl

Waking the Giant: Revitalising the Mature Brand

Peter Steidl

Published January 30th 2012
ISBN : 9781118319567
ebook
240 pages
Enter the sum

 About the Book 

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 asMoreBrand 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 youll discover: the merits of revitalisation and milking strategies, and how to choose between themhow to renew positive differentiation for a mature brandhow to implement a revitalisation strategy and eliminate outdated work practices that could ruin your planhow to align your revitalisation strategy with the consumers and industry sectors evolutionary trends.