Core Range Extension

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 to thrive. Right from [...]

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 [...]

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 Hybrid [...]

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 preview: [...]

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 the reward for more than a [...]

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 [...]

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 [...]

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, when it already [...]

There were some interesting inside tips on creating quality innovation@speed in a recent interview with Karen Scott, head of PepsiCo Europe’s Future Brands division (1). Speeding up innovation is [...]

Coca-Cola’s ‘Signature Mixers’ launch is a bold move that has provoked some debate at the brandgym, Here we look at the points that could influence the chances of success of this core range [...]