Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original

Use a proven scoring system to decide if your brand is ready to stretch, avoid catastrophic failures, know how to get your brand ready to expand and extend if i

Emphasizes that the organization itself, rather than the products created and marketed by the corporation, represents the main point of differentiation and comp

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source

David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy to