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) Ltd
"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 brand value."
—Kevin Lane Keller, E. B. Osborn Professor of Marketing, Amos Tuck School of Business, USA