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Renovate Before You Innovate - Why Doing the New Thing Might Not Be the Right Thing

by Armin A. Brott, Sergio Zyman
$9.90
Renovate Before You Innovate - Why Doing the New Thing Might Not Be the Right Thing
Renovate Before You Innovate - Why Doing the New Thing Might Not Be the Right Thing

Revitalize, not reinvent—marketing success secrets.

This book is invaluable if you're finding yourself seduced by the siren call of innovation when your business might just need a bit of sprucing up. Zyman digs deep into the pitfalls of chasing the 'new' at the expense of what's 'true'—to your brand, that is. Remember, a fresh coat of paint can often save the structure beneath, which is precisely what you'll learn to do for your business with these insights.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
New

Renovate Before You Innovate - Why Doing the New Thing Might Not Be the Right Thing

by Armin A. Brott, Sergio Zyman
$9.90
ISBN: 9781591840541
Authors: Armin A. Brott, Sergio Zyman
Publisher: Portfolio Hardcover
Date of Publication: 2004-10-14
Format: Hardcover
Related Collections: Business, Economics
Related Topics: Society, Finance, Sociology, Management
Goodreads rating: 3.32
(rated by 22 readers)

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Description

According to bestselling marketing expert Sergio Zyman, many companies rely too heavily on innovation to solve their problems. Whenever a brand or business gets old and tired, the impulse is to scrap it and start over with something fresh. It sounds great, but more often than not, innovation simply doesn’t work. Zyman knows this firsthand— he was the chief marketing officer at Coca-Cola during the disastrous launch of New Coke. So what’s the alternative? Zyman now preaches the power of renovation, not innovation. Recapture the essence of your existing brands, products, and core competencies, and do more of the things that made you great in the first place. For instance, Coca-Cola’s essence was about authenticity, continuity, and stability, and New Coke undermined all three qualities. It seems obvious in retrospect, yet too many managers are so impressed by innovation that they approve ideas no one will buy, such as premoistened toilet paper or smokeless cigarettes. With Renovate Before You Innovate, Zyman explains the tools managers need to revitalize their marketing strategies and improve their growth rates. This book will challenge the conventional business wisdom and help companies make smarter decisions.
Condition guide

Book Condition Guide

Books in Like New Condition

This book may contain very minor cosmetic defects, but it is in pristine condition. There should be no yellowing, no foxing, no water damage, and no annotations of any kind on the cover and the pages. For paperbacks, there should not be any crease marks on the spine. This book is good as new — lucky you!

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Very Good Condition

This book has been used, but it is still in a clean condition. There should be no foxing or annotations of any kind on the inner pages, but a sparse amount may be present on the cover, title pages, or outside edges of the book. There should be no water damage of any kind. For paperbacks, there may be light crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Good Condition

We do our best to ensure the quality of our books, but there is no escaping the wear and tear that comes with time. Slight foxing and some annotations may be present on the pages and the cover. There should be no water damage of any kind. For paperbacks, there may be several crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

Books in Well Read Condition

This is a well-read book, which means that the previous owner probably really enjoyed it! The cover and pages may include moderate foxing and annotations, but the text is not obscured and still readable. Moderate cosmetic defects and minor water damage may be present on the edges of the book. For paperbacks, there may be multiple crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

 

Find out more about our process here.

 

Similar Reads

Revitalize, not reinvent—marketing success secrets.

This book is invaluable if you're finding yourself seduced by the siren call of innovation when your business might just need a bit of sprucing up. Zyman digs deep into the pitfalls of chasing the 'new' at the expense of what's 'true'—to your brand, that is. Remember, a fresh coat of paint can often save the structure beneath, which is precisely what you'll learn to do for your business with these insights.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.