Brand maturity is "not" inevitable. "Waking the Giant" challenges current thinking and practice when it comes to achieving growth with mature brands. This book convincingly demonstrates that the challenge of revitalising a mature brand is just as exciting -- and requires just as much ingenuity and innovation -- as launching a new brand. While major mature brands still dominate many categories, margins and growth opportunities are often less than exciting. The critical question is: milk the brand, or revitalise? And, just as important: is your organisation fully committed to, and able to deliver on, your chosen strategy? Inside you'll discover: the merits of revitalisation and milking strategies, and how to choose between them how to renew positive differentiation for a mature brand how to implement a revitalisation strategy and eliminate outdated work practices that could ruin your plan how to align your revitalisation strategy with the consumers' and industry sector's evolutionary trends.