Big brands under attack Archives

Aug 12 2020

Bó bank is no bank: the risks of new brand launches

By David Taylor Big brands under attack, Distinctive products & services, Innovation to Stretch into New Markets

High street banking group RBS's closure of its new digital bank Bó shows the risks of launching new brands to compete with smaller 'insurgent' brands. In this case, RBS was trying…

Apr 08 2020

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Big brands need to ‘think young’ to fight the insurgents

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Consumer Insight, Innovation to Stretch into New Markets, Leadership & performance

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Big brands are trying to fight back against a rapidly growing tribe of insurgent brands…

Sep 25 2019

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‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

By David Taylor Big brands under attack, Consumer Insight, Innovation to Stretch into New Markets

This post looks at how marketers can respond to the 'innovation squeeze' introduced in last week's blog: the dual demands of lower costs AND rapid innovation to drive topline growth. Two key…

Jun 26 2019

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Can Kapten capture share from Uber?

By David Taylor Big brands under attack, Distinctive communication, Distinctive products & services

A email inviting me to sign up to a new car-booking called Kapten grabbed my attention this week. Kaptain is one of several new ‘insurgent’ brands launching in London this…

Jun 12 2019

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Brand refreshment to drive REACH: Ikea’s new city store

By David Taylor Big brands under attack, Brand rejuvenation, Driving Distribution

Post by Anne Charbonneau, Managing Partner based in Amsterdam. Between two client meetings in Paris I saw what looked like the opening of a cool tech or sports store, with…

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…

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…

Jan 22 2019

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Five ways to fight the insurgents in 2019

By David Taylor Big brands under attack

Post by Jon Goldstone, Managing Partner, Global. Last year was another tough one for most large consumer-goods companies. They continued to be buffeted by three major disruptions: consumers preferring brands…

Big brands under attack

Bó bank is no bank: the risks of new brand launches

Big brands need to ‘think young’ to fight the insurgents

‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

Can Kapten capture share from Uber?

Brand refreshment to drive REACH: Ikea’s new city store

CureFit: Secrets of a successful start-up

Best Buy show how big brands CAN fight back

How can Kraft Heinz’s brands bounce back?

Inside an insurgent: the Gran Luchito story

Five ways to fight the insurgents in 2019

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