Core Range Extension Archives

Apr 06 2024

Using varianting to grow the core: Tango

By David Taylor Core Range Extension, Grow Your Core Business

Post by Charlie White, Managing Partner based in New York. Growing the core is a particular passion of mine. I saw it in action first hand during the last decade…

Nov 24 2023

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Relentless Core Rejuvenation: Apple Watch

By David Taylor Core Range Extension, Grow Your Core Business

This week, I’ve had fun trying out my new Apple Watch Series 9, a birthday present from Mrs Taylor. It replaced the Series 1 watch bought at launch, back in…

Jul 14 2022

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PRODUCT LAUNCH LESSONS from WALKERS SENSATIONS 20TH BIRTHDAY

By David Taylor Core Range Extension, Innovation to Stretch into New Markets

Post by Jon Goldstone, Managing Partner I had the pleasure of leading the launch of Walkers Sensations an unbelievable 20 years ago, and am very proud to see it continuing…

Sep 01 2021

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THE OATLY BRAND GROWTH STORY PART 2: DRIVING DISTRIBUTION

By David Taylor Core Range Extension, Driving Distribution

Most of the press coverage about Oatly exponential growth talks about the highly distinctive, provocative communication urging people to drink Oatly instead of milk to help the environment. And in…

Jun 24 2021

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Range Extension to Grow the Core: BT Unbreakable WiFi

By David Taylor Core Range Extension, Grow Your Core Business

Broadband internet marketing tends to focus on price deals and claims about download speeds. So, it was refreshing to see an example of consumer-led marketing from BT with their new…

Apr 23 2021

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Brand extension madness: Amazon Salon?

By David Taylor Core Range Extension, Innovation to Stretch into New Markets

I read with interest today about Amazon’s brand extension plan for a new hair salon in Spitalfields Market, east London (1). Some of Amazon Salon’s service features include: Hair style…

Apr 16 2021

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Lego’s constant core revitalisation

By David Taylor Core Range Extension, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business

Lego is a lockdown winner, with 2020 sales growing +13%, profits up +20% and market share gains achieved in its 12 largest markets (1). But these short term results are…

Feb 10 2021

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7 brand building steps that doubled Peloton’s business

By David Taylor 'Turbo Charged' Marketing Plans, Brand Portfolios & Architecture, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Core Range Extension, Covid Crisis, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business, Innovation to Stretch into New Markets, Marketing training

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven 'workouts' from our brandgym Academy Mastering Brand Growth Program. I also explore…

Nov 25 2020

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Brand stretching based on deep insight: TENA black

By David Taylor Consumer Insight, Core Range Extension, Innovation to Stretch into New Markets

Post by Bety Martinez, Brandgym partner based in Mexico CityWhen looking for cases for a brand stretching project, TENA's launch of disposable black underwear grabbed my attention. This brand is…

Jul 29 2020

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Adding value though packaging: Lurpak’s Butterbox

By David Taylor Core Range Extension, Distinctive packaging & design

Post by David Nichols, Group Managing Partner and Head of Invention How do you keep driving profitable growth of a leader brand, bringing in new users and delighting current ones,…

Core Range Extension17

Using varianting to grow the core: Tango

Relentless Core Rejuvenation: Apple Watch

PRODUCT LAUNCH LESSONS from WALKERS SENSATIONS 20TH BIRTHDAY

THE OATLY BRAND GROWTH STORY PART 2: DRIVING DISTRIBUTION

Range Extension to Grow the Core: BT Unbreakable WiFi

Brand extension madness: Amazon Salon?

Lego’s constant core revitalisation

7 brand building steps that doubled Peloton’s business

Brand stretching based on deep insight: TENA black

Adding value though packaging: Lurpak’s Butterbox

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