Renovate Before You Innovate: Why Doing the New Thing Might Not be the Right Thing

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Portfolio, 2004 - Business & Economics - 240 pages
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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.

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Contents

Tying It All Together
186
Conclusion
215
Renovating the CocaCola Company
221
Copyright

1 other sections not shown

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About the author (2004)

Sergio Zyman is the bestselling author of The End of Marketing as We Know Itas well as the chairman of the Zyman Group, a strategic consulting firm whose clients include EDS, ConAgra Foods, Alcoa, and Blockbuster. He is also the namesake of Emory University’s new Zyman Institute for Brand Science.

Armin A. Brott is a business writer.

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