Brand extension madness: Amazon Salon?
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: [...]
By David Taylor
In Core Range Extension, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business
Posted Lego’s constant core revitalisation
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 [...]
By David Taylor
In '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
Posted 7 brand building steps that doubled Peloton’s business
In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven ‘workouts’ from our upcoming brandgym Mastering Brand Growth Program. I [...]
By David Taylor
Posted Brand stretching based on deep insight: TENA black
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 [...]
Adding value though packaging: Lurpak’s Butterbox
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 [...]
By David Taylor
In Consumer Insight, Core Range Extension, Distinctive products & services, Innovation to Stretch into New Markets
Posted Pepsico Future Brands: innovation quality@speed
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 core range extension
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 [...]
Range extension to drive premiumisation and penetration
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 [...]
By David Taylor
In Core Range Extension, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Grow Your Core Business
Posted Heck: a sizzling sausage success story
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 [...]
The brand stretch graveyard: 8 bad and mad extensions
A reminder of how overcrowded ‘the brand stretch graveyard’ is popped into my in-box this week. Thanks to brandgym blog reader Mark James for sharing a CB Insights article (1). It has [...]