Innovation to Stretch into New Markets

The recent brand stretch of Mr Kipling* from cakes into ice cream caught my attention on Linked In. The new product has been launched exclusively in the Iceland store chain. “Can the Mr Kipling [...]

Expert Impact Mentors is a brilliant organisation that provides free mentoring to social entrepreneurs. I’ve worked as a volunteer mentor for several years and get a huge kick out of sharing tips [...]

Yes, you read right. Tropicana have stretched their brand from juices into, well, toothpaste. Crazy as it may seem, this is a real product launch and not an April Fool’s joke! In this post I try [...]

I’m pleased to see that positive predictions about Pets at Home in this post two years ago proved to be accurate. Pre-tax profits rose +81% to £71 million in the 28 weeks to October, 2021 [...]

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 [...]

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 [...]

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 [...]

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. [...]

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: [...]