Innovation to Stretch into New Markets

Saga’s recent woes show the perils of stretching a brand too far, too fast, and neglecting the core (1). The insurance and travel provider for the over-50s recently announced a £310m write-down [...]

Microsoft’s market valuation pulled ahead of Apple for the first time since 2010,  confirming how effectively CEO Satya Nadella has revitalised the once ailing company. The share price has [...]

We posted recently about the need to increase your ‘Adaptability Quotient’ (AQ) to make your brand and business stronger. Research we are running right now confirms that being more [...]

An email from the AA breakdown service grabbed my attention this morning. It was promoting Car Genie, a little device that plugs into you car and lets you know if it spots a fault via an app on [...]

Video-streaming platform Netflix recently announced strong second quarter results, with revenues up 32% to $2.79bn (£2.13bn) versus year ago, and net profits up 60% to $65.6m. Netflix really is [...]

Post by Anne Charbonneau, brandgym Managing Partner based in Amsterdam, I was lucky enough to recently attend the exciting launch of bugaboo’s new product range: “a revolutionary luggage system” [...]

Apple is a rare example of a brand that has used brand stretching to actually grow their core business, rather than undermine it. Check out the chart below showing how Mac computer sales have [...]

Nivea in France has benefited from re-focusing on the core, as shown by Helen Willems, General Manager of Beiersdorf France & Belgium, in a lunch organised by The House of Marketing and [...]

[Guest post from brandym partner in Amsterdam, Anne Charbonneau] Working recently on a great project for a “category hopper” (ie. a brand seeking to hop into several product categories] – I [...]