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WAKING THE GIANT: REVITALISING THE MATURE BRAND
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  • Wiley

More About This Title WAKING THE GIANT: REVITALISING THE MATURE BRAND

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Dr Peter Steidl has lived and worked as a consultant in the UK, Germany, Austria and Australia and counts some 30 Fortune Global 500 companies among his clients. He is currently Partner, Business Planning with Mindshare Australia and serves as Adjunct Professor, Department of Computing and on the board of the Institute for Multi-Sensor Processing & Content Analysis at Curtin University of Technology.
  • English

English

Acknowledgements.

Introduction.

Part I: making the commitment.

1 Before we start, is it really worth the effort?

2 Abolish work practices that cause maturity.

3 Adopt new work practices.

4 Move from expert to intuitive strategy.

Part II: revitalisation strategies.

5 Deliver delights.

6 Throw your master brand into battle.

7 Brand vision archetypes.

8 Use symbolism.

9 Move from exposure to engagement.

10 Don’t engage in channel-neutral planning.

11 Change the rules of competition.

Part III: selecting the strategy that’s right for you.

12 Is your brand revitalisation strategy aligned with the industry’s evolutionary path?

13 Is your brand revitalisation strategy aligned with the consumer’s evolution?

14 Is your brand revitalisation strategy changing the brand construct in the consumer’s mind?

Epilogue: just do it!

Recommended reading.

Index.

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