brandgym survey: Grow the Core

1. brandgym survey: Grow the Core

This survey asks questions about the benefits and challenges of growing your core business and brand.

If you are an agency/consultancy person, please answer the questions thinking about the brand(s) you work on for your clients, rather than the company you work for.

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* 1. Please tell us your name, job and the company you work for. Just so we can track who has replied. We promise to not use your name without asking permission :-)

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* 2. Which do the following see as the most important way of driving profitable, sustainable growth for your brand and business?

	Growing the core more important (selling more of the stuff you already sell)	Innovation more important (creating new products and services)
You	You Growing the core more important (selling more of the stuff you already sell)	You Innovation more important (creating new products and services)
Your senior management	Your senior management Growing the core more important (selling more of the stuff you already sell)	Your senior management Innovation more important (creating new products and services)
Your sales team	Your sales team Growing the core more important (selling more of the stuff you already sell)	Your sales team Innovation more important (creating new products and services)
Your retail customers	Your retail customers Growing the core more important (selling more of the stuff you already sell)	Your retail customers Innovation more important (creating new products and services)

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* 3. Roughly what % of your resources (marketing budget and team time/effort) in the last 2-3 years has been spent on growing the core versus innovation to stretch into new markets? (Your 2 answers should add up to 100%)

	0%	20%	40%	60%	80%	100%
Growing the core - selling more of what you already have	Growing the core - selling more of what you already have 0%	Growing the core - selling more of what you already have 20%	Growing the core - selling more of what you already have 40%	Growing the core - selling more of what you already have 60%	Growing the core - selling more of what you already have 80%	Growing the core - selling more of what you already have 100%
Stretching the brand into NEW markets	Stretching the brand into NEW markets 0%	Stretching the brand into NEW markets 20%	Stretching the brand into NEW markets 40%	Stretching the brand into NEW markets 60%	Stretching the brand into NEW markets 80%	Stretching the brand into NEW markets 100%

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* 4. Roughly what % of profitable growth in the last 2-3 years has come from growing the core versus innovation to stretch into new markets? (your 2 answers should add up to 100%)

	0%	20%	40%	60%	80%	100%
Growing the core - selling more of what you already have	Growing the core - selling more of what you already have 0%	Growing the core - selling more of what you already have 20%	Growing the core - selling more of what you already have 40%	Growing the core - selling more of what you already have 60%	Growing the core - selling more of what you already have 80%	Growing the core - selling more of what you already have 100%
Stretching the brand into NEW markets	Stretching the brand into NEW markets 0%	Stretching the brand into NEW markets 20%	Stretching the brand into NEW markets 40%	Stretching the brand into NEW markets 60%	Stretching the brand into NEW markets 80%	Stretching the brand into NEW markets 100%

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* 5. How do you see your priorities changing over the next 2-3 years?

Growing the core will become MORE IMPORTANT

Growing the core will have the SAME IMPORTANCE

Growing the core will become LESS IMPORTANT

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* 6. Which of the following do you agree are benefits of growing the core, compared to growing by stretching your brand into new markets?

	Agree strongly	Agree	Disagree	Disagree strongly
Avoids fragmenting of time and money over too many products	Avoids fragmenting of time and money over too many products Agree strongly	Avoids fragmenting of time and money over too many products Agree	Avoids fragmenting of time and money over too many products Disagree	Avoids fragmenting of time and money over too many products Disagree strongly
Reinforces what made your brand famous, avoids diluting brand equity	Reinforces what made your brand famous, avoids diluting brand equity Agree strongly	Reinforces what made your brand famous, avoids diluting brand equity Agree	Reinforces what made your brand famous, avoids diluting brand equity Disagree	Reinforces what made your brand famous, avoids diluting brand equity Disagree strongly
Creates economies of scale	Creates economies of scale Agree strongly	Creates economies of scale Agree	Creates economies of scale Disagree	Creates economies of scale Disagree strongly

Other (please specify)

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* 7. What do you feel about the following types of help and support for growing the core versus innovation?

	Growing the core	Innovation
Easiest to find advice on (e.g. books, best practice, articles)?	Easiest to find advice on (e.g. books, best practice, articles)? Growing the core	Easiest to find advice on (e.g. books, best practice, articles)? Innovation
Has the most developed process and tools in your company?	Has the most developed process and tools in your company? Growing the core	Has the most developed process and tools in your company? Innovation
Seen by marketers as being most sexy and exciting?	Seen by marketers as being most sexy and exciting? Growing the core	Seen by marketers as being most sexy and exciting? Innovation
Seen by marketers as best way to get rewarded and promoted?	Seen by marketers as best way to get rewarded and promoted? Growing the core	Seen by marketers as best way to get rewarded and promoted? Innovation

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* 8. Rate the importance of the following ways to grow your core business

	Very important	Important	Not important	Not important at all
Distinctive visual identity	Distinctive visual identity Very important	Distinctive visual identity Important	Distinctive visual identity Not important	Distinctive visual identity Not important at all
Upgrading the core product or service	Upgrading the core product or service Very important	Upgrading the core product or service Important	Upgrading the core product or service Not important	Upgrading the core product or service Not important at all
Distinctive communication	Distinctive communication Very important	Distinctive communication Important	Distinctive communication Not important	Distinctive communication Not important at all
Distinctive brand activation/promotion	Distinctive brand activation/promotion Very important	Distinctive brand activation/promotion Important	Distinctive brand activation/promotion Not important	Distinctive brand activation/promotion Not important at all
Growing distribution in existing channels	Growing distribution in existing channels Very important	Growing distribution in existing channels Important	Growing distribution in existing channels Not important	Growing distribution in existing channels Not important at all
Opening up new channels of distribution	Opening up new channels of distribution Very important	Opening up new channels of distribution Important	Opening up new channels of distribution Not important	Opening up new channels of distribution Not important at all
New packaging formats offering new benefits (e.g. Heinz upside-down ketchup)	New packaging formats offering new benefits (e.g. Heinz upside-down ketchup) Very important	New packaging formats offering new benefits (e.g. Heinz upside-down ketchup) Important	New packaging formats offering new benefits (e.g. Heinz upside-down ketchup) Not important	New packaging formats offering new benefits (e.g. Heinz upside-down ketchup) Not important at all
Core product extension (e.g. new flavours, new versions with new benefits)	Core product extension (e.g. new flavours, new versions with new benefits) Very important	Core product extension (e.g. new flavours, new versions with new benefits) Important	Core product extension (e.g. new flavours, new versions with new benefits) Not important	Core product extension (e.g. new flavours, new versions with new benefits) Not important at all
Creating social media content (e.g. on Facebook, Twitter)	Creating social media content (e.g. on Facebook, Twitter) Very important	Creating social media content (e.g. on Facebook, Twitter) Important	Creating social media content (e.g. on Facebook, Twitter) Not important	Creating social media content (e.g. on Facebook, Twitter) Not important at all

Other (please specify)

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* 1. Please tell us your name, job and the company you work for. Just so we can track who has replied. We promise to not use your name without asking permission :-)

Question Title

* 2. Which do the following see as the most important way of driving profitable, sustainable growth for your brand and business?

Question Title

* 3. Roughly what % of your resources (marketing budget and team time/effort) in the last 2-3 years has been spent on growing the core versus innovation to stretch into new markets? (Your 2 answers should add up to 100%)

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* 4. Roughly what % of profitable growth in the last 2-3 years has come from growing the core versus innovation to stretch into new markets? (your 2 answers should add up to 100%)

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* 5. How do you see your priorities changing over the next 2-3 years?

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* 6. Which of the following do you agree are benefits of growing the core, compared to growing by stretching your brand into new markets?

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* 7. What do you feel about the following types of help and support for growing the core versus innovation?

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* 8. Rate the importance of the following ways to grow your core business

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* 9. Please add any other thoughts about the benefits and challenges of growing your core brand and business. Thanks for your time!