Best Buy show how big brands CAN fight back

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 the brink in 2012 (1). [...]

How can Kraft Heinz’s brands bounce back?

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 of its [...]

Inside an insurgent: the Gran Luchito story

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 [...]

Five ways to fight the insurgents in 2019

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 [...]

Why are big brand companies buying small insurgents?

“If you can’t beat them, buy them!” is an increasingly common approach for big brand companies responding to the threat of small insurgents. In this post we look at the benefits and challenges of [...]

Big brands fight back

In this final post on ‘big brands under attack’, we propose how big brands are fighting back, covering both brand strategy and operating model. In a previous post here we showed how [...]

Why are small insurgent brands growing?

Headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’; some articles go as far as predicting the demise of big brands altogether. Big brands [...]

Are big brands really doomed?

The headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’, such as Halo Top ice cream, Skinny Pop popcorn and Dollar Shave Club. In [...]