Preface.
 
Acknowledgements.
 
1. Brand stretch - or brand ego trip?
 
Extension advantages.
 
So why does the success rate suck?
 
Virgin: The biggest ever brand ego trip?
 
Shotgun weddings.
 
Quitting the brand ego trip.
 
Brand added value.
 
Dove: Brand added value in action.
 
The Brand Stretch workout.
 
Key takeouts.
 
Checklist 1: Brand Stretch - or brand ego trip?
 
2. Step One: Strengthen the core.
 
In shape to stretch?
 
The heart of a healthy brand.
 
Anchoring the core range.
 
Bud and Bud Light: Sun and planets.
 
Risky business.
 
Tango: Taking the eye off the orange ball.
 
Key takeouts.
 
Checklist 2: Strengthen the core.
 
3. Step Two: Vision.
 
GPS for brands 30
 
The masterbrand challenges.
 
Less myopic marketing.
 
Blockbuster: Out of the video box.
 
Climbing the brand ladder.
 
Pampers: From bottoms to babies.
 
Axe: Ladders and snakes.
 
Elastic brands.
 
Key takeouts.
 
Checklist 3: Vision.
 
4. Step Three: Ideas.
 
Start close to home.
 
Moving out.
 
Innovation shortcuts.
 
The fairytale world of innovation.
 
Starbucks' Frappuccino: Real world innovation.
 
Innokill survival kit.
 
Key takeouts.
 
Checklist 4: Ideas.
 
5. Step Four: Focus.
 
Meet the seven dwarves.
 
Heroes or zeroes?
 
Bertolli: Virtual venture capital.
 
Dimension one: Brand vision building.
 
Dimension two: Show me the money.
 
The easyGroup story: Murder on the balance sheet.
 
easyGroup summary.
 
Alternatives to going it alone.
 
Key takeouts.
 
Checklist 5: Focus.
 
6. Step Five: Delivery.
 
Underestimating execution.
 
Nescafé Hot When You Want: Not so hot execution.
 
Brand damage.
 
Brand and deliver.
 
The Apple iPod: White hot execution.
 
Delivering the promise.
 
Key takeouts.

Checklist 6: Delivery.
 
7. Step Six: Brand architecture.
 
The Sorcerer's Apprentice.
 
Architecture for brands.
 
Houses versus streets.
 
Mono-platform brands.
 
Multi-platform brands.
 
Lego: Building blocks of a new future.
 
When the rubber hits the road.
 
Comfort: Designing a turnaround.
 
Let's go round again.
 
Key takeouts.
 
Checklist 7: Brand architecture.
 
Appendix 1: Masterbrand positioning tips and tricks.
 
Appendix 2: Example masterbrand positioning tool.
 
Appendix 3: Masterbrand positioning tool template.
 
References.
 
Index.