Brand maturity is not inevitable.Waking the Giant challenges current thinking and practice when it comes to achieving growth with mature brands.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.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?Inside you'll discover:the merits of revitalisation and milking strategies, and how to choose between themhow to renew positive differentiation for a mature brandhow to implement a revitalisation strategy and eliminate outdated work practices that could ruin your planhow to align your revitalisation strategy with the consumers' and industry sector's evolutionary trends.

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