Innovation to Stretch into New Markets

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: [...]

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: [...]

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]

Post by David Nichols, Group Managing Partner and Head of Innovation. Watching Cadbury’s advert for their new Darkmilk chocolate reminded me of an innovation worksop I ran for the brand 15 year [...]

High street banking group RBS’s closure of its new digital bank Bó shows the risks of launching new brands to compete with smaller ‘insurgent’ brands. In this case, RBS was [...]

I love reading about small brands ‘pivoting’ to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom [...]