• Services
  • Quality@Speed
  • Team
    • DAVID TAYLOR – GLOBAL
    • DAVID NICHOLS – GLOBAL
    • ANNE CHARBONNEAU – GLOBAL
    • JON GOLDSTONE – UK/GLOBAL
    • DIEGO KERNER – LATAM
    • PRASAD NARASIMHAN – ASIA
    • REMONA DUQUESNE – ASIA
    • BEATRIZ MARTINEZ – MEXICO
  • Clients
  • Books
  • Blog
  • Training-new
  • Contact
    • david@thebrandgym.com
    • davidn@thebrandgym.com
    • anne@thebrandgym.com
    • jon@thebrandgym.com
    • diego@thebrandgym.com
    • prasad@thebrandgym.com
    • remona@thebrandgym.com
    • bety@thebrandgym.com
brand-led growth brand-led growth
  • Services
  • Quality@Speed
  • Team
    • DAVID TAYLOR – GLOBAL
    • DAVID NICHOLS – GLOBAL
    • ANNE CHARBONNEAU – GLOBAL
    • JON GOLDSTONE – UK/GLOBAL
    • DIEGO KERNER – LATAM
    • PRASAD NARASIMHAN – ASIA
    • REMONA DUQUESNE – ASIA
    • BEATRIZ MARTINEZ – MEXICO
  • Clients
  • Books
  • Blog
  • Training-new
  • Contact
    • david@thebrandgym.com
    • davidn@thebrandgym.com
    • anne@thebrandgym.com
    • jon@thebrandgym.com
    • diego@thebrandgym.com
    • prasad@thebrandgym.com
    • remona@thebrandgym.com
    • bety@thebrandgym.com

Core Range Extension

 Brand stretching based on deep insight: TENA black
0
By Bety Martinez
In Consumer Insight, Core Range Extension, Innovation to Stretch into New Markets
Posted November 25, 2020

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 [...]

READ MORE
0
By David Nichols
In Core Range Extension, Distinctive packaging & design
Posted July 29, 2020

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 [...]

READ MORE
 Pepsico Future Brands: innovation quality@speed
0
By David Taylor
In Consumer Insight, Core Range Extension, Distinctive products & services, Innovation to Stretch into New Markets
Posted April 15, 2020

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 [...]

READ MORE
 Coca-Cola’s Signature Mixers core range extension
0
By Simon Gore
In Core Range Extension, Distinctive packaging & design
Posted January 23, 2020

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 [...]

READ MORE
 Range extension to drive premiumisation and penetration
0
By David Taylor
In Core Range Extension
Posted August 7, 2019

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 [...]

READ MORE
 Heck: a sizzling sausage success story
0
By Simon Gore
In Core Range Extension, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Grow Your Core Business
Posted May 22, 2019

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 [...]

READ MORE
 The brand stretch graveyard: 8 bad and mad extensions
0
By David Taylor
In Core Range Extension, Distinctive products & services
Posted September 5, 2018

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 [...]

READ MORE
 WD40 show the power of pack innovation
0
By David Taylor
In Core Range Extension
Posted May 30, 2017

WD40 show the power of pack innovation

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 [...]

READ MORE
8
By admin
In Core Range Extension, Uncategorized
Posted September 13, 2006

T-Mobile’s Flext and the power of ownable descriptors

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 [...]

READ MORE

SIGN UP TO OUR WEEKLY BLOG EMAIL

Get inspiring insights on brand growth straight to your inbox along with news on upcoming brand Academy online training programs.

In line with the General Data Protection Regulation, we have updated our Privacy Policy which now provides complete transparency about the ways in which we process your personal data. Our new fully GDPR compliant Privacy Policy is accessible here.