Brand Strategy Guides, Insights & Innovations

May 01 2019

How to get retail customer support to grow the core?

By David Taylor Distinctive packaging & design, Grow Your Core Business

"We know we should grow the core. But our sales force and retail customers demand innovation and new products to give us support!" This challenge was shared during a workshop I recently…

Apr 24 2019

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CureFit: Secrets of a successful start-up

By David Taylor Big brands under attack, Brand-led business, Distinctive products & services

India throbs to the beat of a million start-ups and CureFit is one of the most exciting, making big waves in the world of fitness, just three years after launch.…

Apr 17 2019

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Best Buy show how big brands CAN fight back

By David Taylor Big brands under attack, Brand rejuvenation, Distinctive products & services, Grow Your Core Business

Post by David Nichols, Group Managing Partner and Head of Invention I recently read a great article in Inc. magazine about big US retailer Best Buy and its comeback from…

Apr 10 2019

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Brand focus: laying bare why Majestic Wines is focusing on Naked

By David Taylor Brand Portfolios & Architecture

Majestic Wine Groups's plan to ditch the Majestic Wine Warehouse brand, close some stores and migrate the whole business to the Naked Wines brand* got a cold reception from investors,…

Apr 03 2019

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Coravin put ‘B2B2C branding’ on the menu

By David Taylor Distinctive products & services

During dinner at the restaurant Harnett & Holder I saw a brilliant example of what I call ‘B2B2C’ branding: building a brand with business customers to in turn promote the…

Mar 27 2019

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How can Kraft Heinz’s brands bounce back?

By David Taylor Big brands under attack, Brand rejuvenation

The troubles of Kraft Heinz have been well-documented in recent weeks, following the announcement of a $12.6 billion loss for 2018. This included a $15 billion write-down in the value…

Mar 20 2019

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Inside an insurgent: the Gran Luchito story

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive packaging & design, Distinctive products & services, Internal engagement

Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big brands, In…

Mar 14 2019

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Brand purpose for business growth: ellaOne

By David Taylor Brand Vision, Positioning & Purpose, Consumer Insight

Post by David Nichols, Group Managing Partner and Head of Brand-led Innovation Many companies we talk to today are interested in brand purpose. The challenge is to ensure that any…

Mar 06 2019

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Weight Watchers shows risk of name changes as share price drops 36%

By David Taylor Brand rejuvenation, Distinctive packaging & design

The renaming of Weight Watchers' to 'WW' shows the risks of changing brand name. The company lost 300,000 subscribers in the quarter following the September 2018 change, followed by a…

Feb 27 2019

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Mass OR targeted: which marketing is most effective?

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication

Is mass marketing dead, in an age when you can micro-target sub-segments and personalise your message with online marketing? Or, is mass marketing to reach as many people as possible…

THE BLOG

How to get retail customer support to grow the core?

CureFit: Secrets of a successful start-up

Best Buy show how big brands CAN fight back

Brand focus: laying bare why Majestic Wines is focusing on Naked

Coravin put ‘B2B2C branding’ on the menu

How can Kraft Heinz’s brands bounce back?

Inside an insurgent: the Gran Luchito story

Brand purpose for business growth: ellaOne

Weight Watchers shows risk of name changes as share price drops 36%

Mass OR targeted: which marketing is most effective?

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