THE BLOG

Almost 2 years ago, back in June 2007, a post here called "Is innocent about to lose its way?" made the following prediction:"The real risk for the brand is of…

The KitKat team have been brave enough to "kill the dwarves" in their range, those little line extensions that eat up money and time, and bring little in the way…

In previous posts we outlined our thinking on "recession-proof branding", here and here. The headline from the research we did with top marketing directors was that for well mangaged brands,…

The Knorr brand has had a hard time of late, as it is associated with dry packet soup and sauces, out of line with the trends to fresher food. However,…

From hot... Poor old innocent. For several years they have enjoyed consistent double digit growth, and the adoration of the press and many of us in marketing. In workshop after…

For many years retailers have been increasing their dominance over brand owners:- They have become masters at copying branded products, and selling them at lower prices. This has got worse…

Last week I posted on Pepsico's culling of PJ Smoothies. Well, this was not the only victim. Tropicana Spirit, a sparkling fruit drink, was also killed, less than 9 months…

Recently came across a Denver-based  "health and vanity lifestyle boutique", Anti-Gym, that is a great example of differentiation, and truly challenging the "dominant logic" of a category. Couldn't find data…

Last year I posted on Pepsico's launch of Tropicana Smoothies and simultaneous price cut on PJ Smoothies, in an attempt to take the latter more "mainstream" (a polite word for…

Bit of fun for Friday.Hot on the heels on the post about Veet's post-Bush ad, comes one on Philips for their portable power charge. Thanks to brandgym blog reader Sheila…