Core Range Extension Archives

Jul 29 2020

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,…

Apr 15 2020

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Pepsico Future Brands: innovation quality@speed

By David Taylor Consumer Insight, Core Range Extension, Distinctive products & services, Innovation to Stretch into New Markets

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 a…

Jan 23 2020

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Coca-Cola’s Signature Mixers core range extension

By David Taylor Core Range Extension, Distinctive packaging & design

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…

Aug 07 2019

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Range extension to drive premiumisation and penetration

By David Taylor Core Range Extension

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…

May 22 2019

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Heck: a sizzling sausage success story

By David Taylor Core Range Extension, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Grow Your Core Business

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…

Sep 05 2018

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8 failed brand extensions in the brand stretch graveyard!

By David Taylor Core Range Extension, Distinctive products & services

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).…

May 30 2017

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WD-40 brand shows the power of pack innovation

By David Taylor Core Range Extension

I was lucky enough to spend this week working with WD-40 Company's Americas team on their future growth strategy in San Diego. One of my key takeouts was how well…

Sep 13 2006

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

By David Taylor Core Range Extension, Uncategorized

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 "brand-like"…

Core Range Extension18

Adding value though packaging: Lurpak’s Butterbox

Pepsico Future Brands: innovation quality@speed

Coca-Cola’s Signature Mixers core range extension

Range extension to drive premiumisation and penetration

Heck: a sizzling sausage success story

8 failed brand extensions in the brand stretch graveyard!

WD-40 brand shows the power of pack innovation

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

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