Is Sky smart to stretch into smart TVs?
Is Sky smart to stretch its brand into the smart TV market? I asked myself this question today, after seeing an ad for the new Sky Glass TV. Sky’s subscription TV offer is built into the [...]
By David Taylor
Posted 5 ways the world’s fastest car can fuel your brand thinking
Post by Jon Goldstone, Managing Partner based in London. I must admit I’d never hear of Rimac until I recently read about their new 55/45 joint venture with Porsche: ‘Bugatti Rimac’. I was [...]
By David Taylor
Posted HOW TO BOOST YOUR CHANCES OF INNOVATION SUCCESS? (PART 2)
Post by Diego Kerner, Managing Partner for Latin America and Head of 360º Insight. In last week’s blog, I shared learnings from a recent regional innovation project. Those [...]
How to boost your chances of innovation success? (Part 1)
Post by Diego Kerner, Managing Partner for Latin America and Head of 360º Insight. I recently finished a challenging regional innovation project for a global Snack company that ended on a high. [...]
Strategic stretching: do Warburton’s cakes have the recipe for success?
News of the Warburton’s bread brand launching a new range of cakes grabbed my attention this week (1). Stretching a brand is a risky business, as the subtitle of our book Brand Stretch suggests: [...]
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: [...]
BRAND LICENSING: THE POWER OF PARTNERSHIPS
Post by Jon Goldstone, Managing Partner (UK & Global) Marmite has been in the news again. I saw a mixture of excitement and repulsion responding to the news that Marks & Spencer have [...]
Going to Extremes – how Nike found their latest innovation
Post by David Nichols, Group Managing Partner and Head of Invention. Nike is an $35bn behemoth global iconic brand that has stayed at the top of a hugely competitive market and at the front of [...]
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 [...]
Innovation in a Virtual World: 5 key success factors
At the end of December we completed one of our most successful innovation projects, without meeting a single person face to face. It wasn’t a simple brief. Our client is based in the US and [...]