Innovation to Stretch into New Markets Archives

May 28 2021

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…

Apr 23 2021

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Brand extension madness: Amazon Salon?

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

I read with interest today about Amazon’s brand extension plan for a new hair salon in Spitalfields Market, east London (1). Some of Amazon Salon’s service features include: Hair style…

Mar 19 2021

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BRAND LICENSING: THE POWER OF PARTNERSHIPS

By David Taylor Innovation to Stretch into New Markets

Post by Jon Goldstone, Managing Partner (UK & Global) Marmite has been in the news again. I saw a mixture of excitement and repulsion responding to the news that Marks…

Mar 04 2021

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Going to Extremes – how Nike found their latest innovation

By David Taylor Consumer Insight, Innovation to Stretch into New Markets

Post by David Nichols, Group Managing Partner and Head of Invention. Nike is an $35bn behemoth global iconic brand that has stayed at the top of a hugely competitive market…

Feb 10 2021

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7 brand building steps that doubled Peloton’s business

By David Taylor 'Turbo Charged' Marketing Plans, Brand Portfolios & Architecture, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Core Range Extension, Covid Crisis, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business, Innovation to Stretch into New Markets, Marketing training

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven 'workouts' from our brandgym Academy Mastering Brand Growth Program. I also explore…

Jan 22 2021

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Innovation in a Virtual World: 5 key success factors

By David Taylor Covid Crisis, Innovation to Stretch into New Markets, Workshops

At the end of December we completed one of our most successful innovation projects, without meeting a single person face to face. It wasn’t a simple brief. Our client is…

Nov 25 2020

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Brand stretching based on deep insight: TENA black

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

Post by Bety Martinez, Brandgym partner based in Mexico CityWhen looking for cases for a brand stretching project, TENA's launch of disposable black underwear grabbed my attention. This brand is…

Oct 28 2020

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Why stupid ideas are important for innovation: Cadbury’s Darkmilk

By David Taylor Distinctive products & services, Innovation to Stretch into New Markets, Naming, Workshops

Post by David Nichols, Group Managing Partner and Head of Innovation. Watching Cadbury’s advert for their new Darkmilk chocolate reminded me of an innovation worksop I ran for the brand…

Aug 12 2020

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Bó bank is no bank: the risks of new brand launches

By David Taylor Big brands under attack, Distinctive products & services, Innovation to Stretch into New Markets

High street banking group RBS's closure of its new digital bank Bó shows the risks of launching new brands to compete with smaller 'insurgent' brands. In this case, RBS was trying…

Jul 15 2020

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How to pivot your brand to save your business

By David Taylor Brand rejuvenation, Brand Vision, Positioning & Purpose, Consumer Insight, Covid Crisis, Innovation to Stretch into New Markets, Leadership & performance

I love reading about small brands 'pivoting' to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom that dominate…

Innovation to Stretch into New Markets46

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

Brand extension madness: Amazon Salon?

BRAND LICENSING: THE POWER OF PARTNERSHIPS

Going to Extremes – how Nike found their latest innovation

7 brand building steps that doubled Peloton’s business

Innovation in a Virtual World: 5 key success factors

Brand stretching based on deep insight: TENA black

Why stupid ideas are important for innovation: Cadbury’s Darkmilk

Bó bank is no bank: the risks of new brand launches

How to pivot your brand to save your business

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