Innovation to Stretch into New Markets Archives

Feb 04 2026

SUCCESSUL LAUNCH LESSONS from WALKERS SENSATIONS

By David Taylor Core Range Extension, Innovation to Stretch into New Markets

Post by Jon Goldstone, Managing Partner This week, I was invited to present the Walkers Sensations launch case study to a leading global food company. It was a real trip…

Jul 30 2025

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Strategic brand stretch: New York Bakery Company

By David Taylor Innovation to Stretch into New Markets

Brand stretch is one of the most tempting growth strategies for a brand. But it is incredibly hard to get right, and the risk of failure is high. That’s why…

Jul 10 2025

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How Brand Stretch Can Help Grow the Core: Lessons from Curry’s

By David Taylor Grow Your Core Business, Innovation to Stretch into New Markets

An FT article on Currys turnaround grabbed my attention today (1). The electrical goods retailer reported annual sales up 3%, with pre-tax profits growing by more than 1/3. And the…

Oct 16 2024

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Focus on the core: Sainsbury’s sells its bank

By David Taylor Innovation to Stretch into New Markets

J Sainsbury recently announced it was giving up on its ambitious attempt to stretch from supermarkets into banking, with plans to wind down Sainsbury’s Bank. This is a big call…

Oct 09 2024

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Nutella Ice Cream: Smart stretch to spread more love!

By David Taylor Innovation to Stretch into New Markets

It was with great interest that I saw Nutella launch into the frozen aisle. Our family get through a lot of Nutella jars, in large part thanks to the lovely…

Aug 28 2024

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Apple’s Vision Pro: brand stretch hit or miss?

By David Taylor Innovation to Stretch into New Markets

Apple's Vision Pro mixed reality headset went on sale in the UK this week, following a US launch earlier in the year. This is Apple's biggest new brand stretch attempt…

May 08 2024

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Gatorade Water brand stretch: “dumb” or “genius”?

By David Taylor Innovation to Stretch into New Markets

Brand stretching is a risky business, as the subtitle of our book Brand Stretch suggests: Why 1 in 2 Extensions Fail and How to Beat the Odds. This week, I came across a Linked…

Jan 31 2024

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ZOE GIVES BRAND STRETCH A SHOT

By David Taylor Innovation to Stretch into New Markets

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…

Sep 20 2023

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Strategic stretching: Hubba Bubba Ice Lollies

By David Taylor Innovation to Stretch into New Markets

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…

Nov 18 2022

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Soho House Brand: Stretching Strategically

By David Taylor Brand-led business, 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…

Innovation to Stretch into New Markets48

SUCCESSUL LAUNCH LESSONS from WALKERS SENSATIONS

Strategic brand stretch: New York Bakery Company

How Brand Stretch Can Help Grow the Core: Lessons from Curry’s

Focus on the core: Sainsbury’s sells its bank

Nutella Ice Cream: Smart stretch to spread more love!

Apple’s Vision Pro: brand stretch hit or miss?

Gatorade Water brand stretch: “dumb” or “genius”?

ZOE GIVES BRAND STRETCH A SHOT

Strategic stretching: Hubba Bubba Ice Lollies

Soho House Brand: Stretching Strategically

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