Waking the Giant

<p><b>Brand maturity is <i>not</i> inevitable.</b></p> <p><i>Waking the Giant</i> challenges current thinking and practice when it comes to achieving growth with mature brands.</p> <p>This book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting -- and requires just as much ingenuity and innovation -- as launching a new brand.</p> <p>While major mature brands still dominate many categories, margins and growth opportunities are often less than exciting. The critical question is: milk the brand, or revitalise? And, just as important: is your organisation fully committed to, and able to deliver on, your chosen strategy?</p> <p>Inside you'll discover:</p> <ul> <li>the merits of revitalisation and milking strategies, and how to choose between them</li> <li>how to renew positive differentiation for a mature brand</li> <li>how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan</li> <li>how to align your revitalisation strategy with the consumers' and industry sector's evolutionary trends.</li> </ul>