Cover -- Title Page -- Copyright -- Contents -- Thanks -- Introduction -- Part I: Why Grow the Core? -- Chapter 1: Defining the core -- What is the core? -- Anchoring the core -- Key takeouts -- Checklist -- Chapter 2: Stretching the brand, forgetting the core -- Getting it right...brand stretch can work-Apple -- Getting it wrong...brand ego tripping-Virgin -- Snow White and the 17 dwarves -- Neglecting the core-Bausch & Lomb -- Key takeouts -- Checklist -- Chapter 3: The case for the core -- Two ways to make a million-Heinz soup -- The case for the core -- A new marketing mind-set-Scooty -- The challenges of growing the core -- Key takeouts -- Checklist -- Part II: Grow the Core Principles -- Chapter 4: The core growth drivers -- Core growth driver 1: Penetration -- Driving penetration with distinctiveness -- Fresh consistency-James Bond -- Driving penetration with distribution -- Core growth driver 2: Premiumisation -- The Grow the Core workouts -- The best brand in the world-Nespresso? -- Key takeouts -- Checklist -- Chapter 5: Renovation or re-invention? -- Renovate the core-Walkers -- Re-position the core-Lucozade -- Re-define the core-Bertolli -- Re-invent the core-Kodak and TomTom -- Key takeouts -- Checklist -- Part III: Grow the Core Workouts -- Chapter 6: Workout 1: Bake the brand into your product -- Bake in your brand-The Geek Squad -- Using product to grow your core 1: Amplify a product truth-Morrisons and Castle Lite -- Using product to grow your core 2: More of what you want-McDonald's -- Using product to grow your core 3: Less of what you don't want-Walkers -- Key takeouts -- Checklist -- Chapter 7: Workout 2: Create a distinctive identity -- Identity crisis -- Being the 1 in 1000 -- Balancing freshness and consistency-Tropicana -- Updating your identity-Nivea.

Creating your identity-Charlie Bigham's -- Suggesting a benefit-Waitrose Essentials -- Re-positioning-Green & Black's -- Adding value-Molton Brown -- Packvertising-innocent -- Family ties-Nescafé and Red Bull -- Amplifying brand properties-Felix -- Five-minute focus groups -- Key takeouts -- Checklist -- Chapter 8: Workout 3: Communicate with cut-through -- Communication breakdown -- Fresh consistency -- Think like a TV producer -- Creating a campaign-Sainsbury's -- Refreshing what made you famous-Hovis -- What about social media? -- Key takeouts -- Checklist -- Chapter 9: Workout 4: Go beyond promotion to activation -- Grab and go-innocent's Big Knit -- Creating an activation property-Carling `Be the Coach' -- Amplifying the property-Nike -- Key takeouts -- Checklist -- Chapter 10: Workouts 5 and 6: Drive your distribution -- Workout 5: Existing channels -- Workout 6: New channels -- Key takeouts -- Checklist -- Chapter 11: Workouts 7 and 8: Extend the core -- Delivering a double whammy -- Workout 7: Pack extension-WD-40 -- Workout 8: Product extension-Ryvita -- Key takeouts -- Checklist -- Part IV: The Grow the Core Workplan -- Chapter 12: Grow the core-getting started -- Stage 1: Insight -- Stage 2: Ideas -- Stage 3: Exploration -- Stage 4: Action -- Key takeouts -- Checklist -- References -- Also by -- Index.