Core Range Extension

Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming Coca-Cola’s ‘Signature Mixers’ launch is a bold move that has provoked some debate at the brandgym. Will it be [...]

Penetration is a key way to drive growth, as shown by the research in How Brands Grow by Byron Sharp. However, How Brands Grow actually addresses volume growth. And while this is important, a [...]

Post by Simon Gore, Managing Partner and our Head of Brand Identity & Naming. We love growth stories about sausage brands like Heck, the subject of this post, as they literally bring to life [...]

A reminder of how overcrowded ‘the brand extension graveyard’ is popped into my in-box this week. Thanks to brandgym blog reader Mark James for sharing a CB Insights article (1) with [...]

I was lucky enough to spend this week working with WD40’s Americas team on their future growth strategy in San Diego. One of my key takeouts was how well WD40 has used packaging innovation [...]

One of most misunderstood and mis-used bits of branding is the “sub-brand”, and there are very few examples where this has been done successfully. The theory: by using a [...]