Innovation to Stretch into New Markets

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 [...]