Limited Edition Products: bad, better, best!
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 [...]
PRODUCT LAUNCH LESSONS from WALKERS SENSATIONS 20TH BIRTHDAY
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 [...]
Another bonkers brand stretch: Tropicana Crunch?
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 [...]
Mr Kipling Ice Cream: brilliant or bonkers brand stretch?
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 [...]
Stretching to grow the core: Expert Impact Speakers
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 [...]
Is Tropicana toothpaste a bonkers brand extension?
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 [...]
By David Taylor
In Brand rejuvenation, Consumer Insight, Grow Your Core Business, Innovation to Stretch into New Markets
Posted Relentless revitalisation pays off for Pets at Home
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 into smart TVs?
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 [...]
By David Taylor
Posted 5 ways the world’s fastest car can fuel your brand thinking
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 [...]
By David Taylor
Posted HOW TO BOOST YOUR CHANCES OF INNOVATION SUCCESS? (PART 2)
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 [...]