Having spent billions of dollars on creating, building and
defending strong brands, it's payback time. These brands need to
give birth to some beautiful and profitable offspring.
Enter the world of brand stretch … a red-hot issue for brand
teams and boardrooms alike. Done well, brand extension has the
potential to create explosive growth for your business. However,
the overcrowded extension graveyard shows just how hard it is to
stretch successfully. This book provides practical help on both the
method and the mindset needed to boost your chances of winning,
illustrated with cases on Dove, Bacardi, Virgin, Starbucks,
easyGroup, Budweiser and many others.
"David Taylor''s latest book offers a powerful combination of
well-researched case studies and practical tips for today''s
managers. In a world where the ability to stretch your brands
further is a key source of competitive advantage, Taylor''s advice
is required reading."
-Andrew Harrison, Marketing Director, Nestlé Rowntree
"Taylor cuts through the jungle of jargon and overly-theoretical
models that have made up th e thin king on brand extension up to
now. Brand Stretch is less a textbook and more a handbook
for growth that teams can use day to day."
-Adam Morgan, author of Eating the Big Fish and founder of
eatbigfish, London, UK
"Insightful and impactful, the principles in Brand
Stretch can help you win in the marketplace."
-Maurice Doyle, Commercial Director, Bacardi-Martini UK
"A comprehensive list of suggestions to assist in the success of
companies looking to extend their brands."
-Cliff Burrows, Managing Director, Starbucks Coffee Company (UK)
"David Taylor provides a well-grounded, cohesive approach to
leveraging your brand''s strengths. Brand Stretch is a
practical and creative resource for marketers looking to maximize
-Kevin Lane Keller, E. B. Osborn Professor of Marketing, Amos Tuck
School of Business, USA