The second of three books in a series on strategy by global media company Group M, Waking the Giant addresses the need for companies to shift their strategic thinking as a brand matures. Too often companies let a successful brand spiral downwards as they allow their marketing strategy to stagnate whilst consumer needs are shifting. Dr. Steidl offers specific examples of how to develop and implement a successful brand revitalization strategy that all companies can implement. Divided into three sections Waking the Giant covers how to decide if revitalization is the right strategy for your company, how to develop a strategy and then how to choose the best option and implement it.
Table of Contents:
Acknowledgements
Introduction
Part I: Making the commitment
- Before we start, is it really worth the effort?
- Abolish work practices that cause maturity
- Adopt new work practices
- Move from expert to intuitive strategy
Part II: Revitalization strategies
- Deliver delights
- Throw your master brand into battle
- Brand vision archetypes
- Use symbolism
- Move from exposure to engagement
- Don't engage in channel-neutral planning
- Change the rules of competition
Part III: Selecting the strategy that's right for you
- Is your brand revitalization strategy aligned with the industry's evolutionary path?
- Is your brand revitalization strategy aligned with the consumer's evolution?
- Is your brand revitalization strategy changing the brand construct in the consumer's mind?Epilogue: Just do it!
Recommended reading
Index
