It was great to open the latest edition of Market Leader and discover that our Grow the Core article had been selected as the lead cover story. The article gives some of the key highlights from the Grow the Core book, especially the importance of distinctiveness in driving penetration.
Editor Judie Lannon says in her Editorial: "It's refreshing to read the cover story in this issue, which takes a resolutely back-to-basics line on growing a successful business. It provides a solid exposition of how a company becomes successful: it never loses sight of the core. Growing, nurturing, respecting, valuing the core is the key to long-term success"
You can download the article by clicking here: Download Grow the Core article
Market Leader is the quarterly magazine of the Marketing Society, and is one of the best reads around for branding articles and case studies (free to members of The Marketing Society).