Brand Stretch : Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout
Brand Stretch : Why 1 in 2 extensions fail,
and how to beat the odds:
A brandgym workout
By
David Taylor
and how to beat the odds:
A brandgym workout
By
David Taylor
Book Description:
Given how heavily companies spend on advertising and merchandising, any factor — in this case, better use of branding — that could possibly enhance the survival chances of a product extension deserves serious consideration. In fact, if you are thinking about launching a new product tied to an existing brand, this informative book might save your career. Author David Taylor identifies so many prerequisites for making a brand offshoot successful that you may decide to take up some safer activity — like bungee jumping. That cautionary guidance alone is invaluable. Unlike many other marketing authors, Taylor writes concise chapters, liberally dosed with good examples. Each chapter ends with a summary, checklist and pertinent takeout. The package works well to convey Taylor's provocative ideas. To avoid embarrassing product failures, read this book. We warmly recommend it to those daring enough to be branding and product-marketing specialists
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