Growing your core business is key for sustainable, profitable growth, yet advice on how to do it is thin on the ground. Grow the Core is the first practical guide on focusing your core business for brand success, illustrated with inside stories on brands including Apple, James Bond, Heinz, Nespresso and McDonald’s. A programme of six “Workouts” helps you harness the whole marketing mix to grow your core, including product, design, communication, distribution and packaging.
“No–one has a better grasp of what is fundamentally important in marketing than David Taylor. Now he’s turned his sight–brilliantly I might add–on the vitally important topic of growing the core.”– Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business
‘This book is an inspiring guide to help companies face the biggest challenge of today – how to successfully grow their core.’– Martin Glenn, CEO, Iglo Foods Group Limited
“Grow the Core is another excellent example of David Taylor’s uniquely practical, bottom–line focused approach to branding.”–Alfrédo Gangotena, Global Chief Marketing Officer, MasterCard Worldwide
“An easy–to–read, no nonsense journey to the core of your brand, packed with fresh and practical advice.”–Markus Kramer, Global Marketing Director, Aston Martin Lagonda
“These brandgym workouts have enabled our big brands to deliver bolder, more consistent and focused plans that have driven sustainable business growth.”–Ian Penhale, Marketing Director, SAB Miller
“Too often marketers are distracted by diversification. How refreshing to have someone as experienced and able as David Taylor to show how to grow your core brand.”–Mark Ritson, Associate Professor, Melbourne Business School
“This is the bible for driving profitable growth by refreshing what made your core business successful.”–Carol Welch, Marketing & R&D Director, Jordans & Ryvita Co.
“Growing the core is a business imperative today, and this book brings road–tested tools to help you do this.”–Yvan Bonneton, Marketing Director, Henkel France
“David Taylor again helps solve a crucial business issue: how to develop waves of brand building activity to grow your core.”–Claus Kühlcke, Chairman of the Board, Akapol S.A.
“At last, a book on how to creatively grow your core business and brand; principles we’ve applied with great success on WD–40.”–Garry Ridge, CEO, WD–40
“Once again, David Taylor has homed in on the essential success factors of great brand marketing to deliver a tangible, commercial return on investment.”–April Adams–Redmond, Chief Marketing Officer, Kerry Foods
“Brand extensions can be fun, but growing your core is a must, as is reading this excellent book.”–Pierre Chandon, L’Oréal Chaired Professor of Marketing, Innovation, and Creativity at INSEAD
“In this highly readable book David Taylor builds further on the brandgym idea of brand fitness by taking you on a journey to the core of your brand strength.”–Niraj Dawar, Professor of Marketing, Ivey Business School
“In a world awash with advice on brand extension, it′s great have a book focused on the harder and strategically important discipline of growing your core business.”–Jon Goldstone, VP Brand Building, Unilever Foods and Ice Cream
David Taylor is founder and Managing Partner of the brandgym, a network of senior brand coaches that help teams create a clear brand vision and the action plans to turn this into growth. Clients include Sainsbury’s, LVMH, Unilever, T–Mobile and SAB Miller.
David has been named one of the world’s 50 leading marketing thinkers by the CIM. He is the author of four successful books on branding published by John Wiley: The brandgym, Brand Vision, Brand Stretch and Where’s the Sausage were all number 1 on Amazon’s branding books ranking. He also writes the brand gym blog, one of world’s top 60 marketing blogs.
David started his career in brand management with P&G before doing an MBA at INSEAD. He then started the Paris office of Added Value in 1993 and grew it to 50 people, leaving to create the brandgym in 2001, to spend more time on brand strategy, and less time bored in board meetings.
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