Brand Stretch -- Contents -- Preface -- Acknowledgements -- 1. Brand stretch - or brand ego trip? -- Extension advantages -- So why does the success rate suck? -- Virgin: The biggest ever brand ego trip? -- Shotgun weddings -- Quitting the brand ego trip -- Brand added value -- Dove: Brand added value in action -- The Brand Stretch workout -- Key takeouts -- Checklist 1: Brand Stretch - or brand ego trip? -- 2. Step One: Strengthen the core -- In shape to stretch? -- The heart of a healthy brand -- Anchoring the core range -- Bud and Bud Light: Sun and planets -- Risky business -- Tango: Taking the eye off the orange ball -- Key takeouts -- Checklist 2: Strengthen the core -- 3. Step Two: Vision -- GPS for brands -- The masterbrand challenges -- Less myopic marketing -- Blockbuster: Out of the video box -- Climbing the brand ladder -- Pampers: From bottoms to babies -- Axe: Ladders and snakes -- Elastic brands -- Key takeouts -- Checklist 3: Vision -- 4. Step Three: Ideas -- Start close to home -- Moving out -- Innovation shortcuts -- The fairytale world of innovation -- Starbucks' Frappuccino: Real world innovation -- Innokill survival kit -- Key takeouts -- Checklist 4: Ideas -- 5. Step Four: Focus -- Meet the seven dwarves -- Heroes or zeroes? -- Bertolli: Virtual venture capital -- Dimension one: Brand vision building -- Dimension two: Show me the money -- The easyGroup story: Murder on the balance sheet -- easyGroup summary -- Alternatives to going it alone -- Key takeouts -- Checklist 5: Focus -- 6. Step Five: Delivery -- Underestimating execution -- Nescafé Hot When You Want: Not so hot execution -- Brand damage -- Brand and deliver -- The Apple iPod: White hot execution -- Delivering the promise -- Key takeouts -- Checklist 6: Delivery -- 7. Step Six: Brand architecture -- The Sorcerer's Apprentice -- Architecture for brands.

Houses versus streets -- Mono-platform brands -- Multi-platform brands -- Lego: Building blocks of a new future -- When the rubber hits the road -- Comfort: Designing a turnaround -- Let's go round again -- Key takeouts -- Checklist 7: Brand architecture -- Appendix 1: Masterbrand positioning tips and tricks -- Appendix 2: Example masterbrand positioning tool -- Appendix 3: Masterbrand positioning tool template -- References -- Index.