Grow the Core shows you how to grow by selling more of the stuff that made you famous and profitable, rather than relying only on stretching your brand into new markets. It provides powerful tools, techniques and tips on how to apply them to your business today. The comprehensive programme covers four crucial key aspects of growing the core: Why Grow the Core? : clearly defining the core of your brand, and making the case inside the business to focus talent and money on core growth, not just stretching into new markets Grow the Core principles : being distinctive through “fresh consistency”, driving distribution and premiumising your brand Grow the Core workouts : six practical workouts covering product, design, communication, distribution, packaging and core range extension A workplan to Grow the Core: getting started on implementing the principles and workouts in your own business