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

by Sergio Zyman, Armin A. Brott
$16.90 Now $4.90 Save 71%
Compare to estimated retail price: S$29.50  

The item you've got your eye on is secondhand. You probably already know that, but just in case!

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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.
Sale

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

by Sergio Zyman, Armin A. Brott
$16.90 Now $4.90 Save 71%
Compare to estimated retail price: S$29.50  

The item you've got your eye on is secondhand. You probably already know that, but just in case!

The estimated retail price shown next to any listed item represents the first-hand prices we've seen elsewhere, or the estimated original retail price of a comparable item of the same quality, construction and material offered elsewhere in new condition.

Condition guide

Book Condition Guide

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

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

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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.

 

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

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 pre-moistened 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.
 

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.

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