ZOE GIVES BRAND STRETCH A SHOT
A full page advert for an attempt at brand stretching grabbed my attention this weekend. The new product in question is a probiotic gut shot from ZOE, created in collaboration with retailer Marks [...]
A full page advert for an attempt at brand stretching grabbed my attention this weekend. The new product in question is a probiotic gut shot from ZOE, created in collaboration with retailer Marks [...]
News of the Hubba Bubba bubblegum brand launching a new range of ice lollies grabbed my attention this week (1). Stretching a brand is a risky business, as the subtitle of our book Brand Stretch [...]
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 [...]
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