Overview
Increasingly companies are recognizing that have over-relied on extending and stretching their brands with new products as a source of growth. They are re-focusing on the core. This is also reflected in the increasing number of brandgym consulting projects on growing the core, for clients including Mars, Friesland Campina, SAB Miller and Danone. This book will cover both the principles of growing the core, through to practical advice on how to do this, including a programme of 12 "workouts.
