Editor - David Taylor

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The rate of nuclear fusion depends strongly on density, so the fusion rate in the core is in a self-correcting equilibrium: a slightly higher rate of fusion would cause the core to heat up more and expand slightly against the weight of the outer layers, reducing the fusion rate and correcting the perturbation; and a slightly lower rate would cause the core to cool and shrink slightly, increasing the fusion rate and again reverting it to its present level.

David Taylor (brandgym)

Tony, Thanks for your comment. A great challenge.

There are times when you have to decide to re-define your core business, if after trying everything you decide it is in terminal decline.

A couple of examples would be Kodak and film, and Encylopedia Brittanica. In both these cases the brands were still strong, but they were caught out by a radical change in how the benefit was delivered. Very hard to manage, as you have a massive "legacy" business that is doomed.

Also, I'm all up for brand stretch into "blue oceans", provided you have two things:
1. A compelling value proposition for the consumer, which is truly different, better and affordable
2. A sustainable business model

This is my issue with Heinz chilled soup. Not sure it has either. Apple had both when they launched the iPod and, though early days, the iPhone



Tony Franco

Hi David
Agree with your argument. Grow with your core first before you seek pastures new. However this assumes a. your core remains big / is growing b. you are in a strong position. However, if either isn't true and you can see new blue oceans, why not look further afield? There are plenty of brands that have successfully entered and grown new categories / businesses - not least your favourite brand Apple and plenty of others who have stuck to their core and withered on the vine eg Crosse and Blackwell.

roland (xo creative agency)

do you believe in the theory that brand extensions with a small difference to the core product will only succeed if the proposition is completely different?
f.e. harley davidson succesfully launched a low priced after shave product.

David Taylor (brandgym)


Thanks for joining the conversation.

The story was focusing in on soup, which is also big in the UK, and looking at the core of that business.

But you are right that tomato ketchup plays a key role in defining the Heinz brand and being a big bit of business.

IN the UK you could say that they have 2 core businesses I guess.


roland (xo creative agency)

very much agree with your analysis. however, isn't the core business and at the same time how everybody knowes the brand

simply tomato ketchup?

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