Innovation to Stretch into New Markets

I was lucky enough to spend a lovely couple of days at Soho Farmhouse last weekend with Mrs Taylor for a birthday celebration. This country outpost of members club Soho House is made up of cabins [...]

Investment bank Goldman Sachs announced this week that it was retreating from its attempt to fully stretch into consumer banking, six years after launching the Marcus brand. “After product [...]

More and more brands seem to be launching what I call LET-OFFs: Limited Edition Tactical OFFers. These new product launches are not serious, strategic stretching initiatives seeking to generate [...]

Post by Jon Goldstone, Managing Partner I had the pleasure of leading the launch of Walkers Sensations an unbelievable 20 years ago, and am very proud to see it continuing to thrive. Right from [...]

The Tropicana team are at it again with what looks like a bonkers bit of brand stretching. They recently launched Tropicana Crunch, a cereal made to be consumed with orange juice. The launch was [...]

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 [...]