Innovation to Stretch into New Markets Archives

Jun 24 2022

Another bonkers brand stretch: Tropicana Crunch?

By David Taylor Innovation to Stretch into New Markets

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…

Mar 24 2022

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Mr Kipling Ice Cream: brilliant or bonkers brand stretch?

By David Taylor Innovation to Stretch into New Markets

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.…

Dec 10 2021

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Is Tropicana toothpaste a bonkers brand extension?

By David Taylor Innovation to Stretch into New Markets

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…

Nov 30 2021

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Relentless revitalisation pays off for Pets at Home

By David Taylor Brand rejuvenation, Consumer Insight, Grow Your Core Business, Innovation to Stretch into New Markets

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…

Nov 26 2021

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Is Sky smart to stretch into smart TVs?

By David Taylor Innovation to Stretch into New Markets

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…

Aug 18 2021

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5 ways the world’s fastest car can fuel your brand thinking

By David Taylor Brand-led business, Distinctive products & services, Innovation to Stretch into New Markets

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…

Aug 11 2021

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HOW TO BOOST YOUR CHANCES OF INNOVATION SUCCESS? (PART 2)

By David Taylor Innovation to Stretch into New Markets, Leadership & performance, Workshops

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 learnings were focused on…

Aug 04 2021

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How to boost your chances of innovation success? (Part 1)

By David Taylor Innovation to Stretch into New Markets, Workshops

Post by Diego Kerner, Managing Partner for Latin America and Head of 360º Insight. I recently finished a challenging regional innovation project for a global Snack company that ended on a…

May 28 2021

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Strategic stretching: do Warburton’s cakes have the recipe for success?

By David Taylor Innovation to Stretch into New Markets

News of the Warburton’s bread brand launching a new range of cakes grabbed my attention this week (1). Stretching a brand is a risky business, as the subtitle of our…

Innovation to Stretch into New Markets45

Another bonkers brand stretch: Tropicana Crunch?

Mr Kipling Ice Cream: brilliant or bonkers brand stretch?

Is Tropicana toothpaste a bonkers brand extension?

Relentless revitalisation pays off for Pets at Home

Is Sky smart to stretch into smart TVs?

5 ways the world’s fastest car can fuel your brand thinking

HOW TO BOOST YOUR CHANCES OF INNOVATION SUCCESS? (PART 2)

How to boost your chances of innovation success? (Part 1)

Strategic stretching: do Warburton’s cakes have the recipe for success?

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