Innovation to Stretch into New Markets Archives

Nov 25 2020

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…

Apr 15 2020

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Pepsico Future Brands: innovation quality@speed

By David Taylor Consumer Insight, Core Range Extension, Distinctive products & services, Innovation to Stretch into New Markets

There were some interesting inside tips on creating quality innovation@speed in a recent interview with Karen Scott, head of PepsiCo Europe’s Future Brands division (1). Speeding up innovation is a…

Apr 08 2020

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Big brands need to ‘think young’ to fight the insurgents

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Consumer Insight, Innovation to Stretch into New Markets, Leadership & performance

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Big brands are trying to fight back against a rapidly growing tribe of insurgent brands…

Apr 01 2020

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Using rapid insight to ignite innovation

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

A recent FT article highlighted how big consumer goods companies are harnessing rapid, digitally-enabled insight to reignite growth, following years of sluggish sales (1). Revenues at the top 30 global…

Nov 28 2019

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Retail revitalisation has Pets at Home sales purring

By David Taylor Brand rejuvenation, Distinctive products & services, Grow Your Core Business, Innovation to Stretch into New Markets

Pets at Home is bucking the trend for retailers to struggle and even go bust. They have just posted forecast-beating first half results, with a near 19% growth in underlying…

Sep 25 2019

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‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

By David Taylor Big brands under attack, Consumer Insight, Innovation to Stretch into New Markets

This post looks at how marketers can respond to the 'innovation squeeze' introduced in last week's blog: the dual demands of lower costs AND rapid innovation to drive topline growth. Two key…

Sep 18 2019

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Innovate faster & cheaper to beat ‘the innovation squeeze’: brandgym research part 1

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

Our 12th annual research project focuses on the hot topic of innovation. In this first of two posts we look at the relationship between innovation and cost cutting: have big…

Innovation to Stretch into New Markets50

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

Pepsico Future Brands: innovation quality@speed

Big brands need to ‘think young’ to fight the insurgents

Using rapid insight to ignite innovation

Retail revitalisation has Pets at Home sales purring

‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

Innovate faster & cheaper to beat ‘the innovation squeeze’: brandgym research part 1

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