Innovation to Stretch into New Markets50

We posted recently about the need to increase your 'Adaptability Quotient' (AQ) to make your brand and business stronger. Research we are running right now confirms that being more agile…

The video-streaming platform Netflix brand recently announced strong second quarter results, with revenues up 32% to $2.79bn (£2.13bn) versus year ago, and net profits up 60% to $65.6m. Netflix really is one…

I was lucky enough to recently attend the exciting launch of bugaboo’s new product range: “a revolutionary luggage system” called Bugaboo Boxer. This is big brand stretching for a brand famous…

Apple is a rare example of a brand that has used brand stretching to actually grow their core business, rather than undermine it. Check out the chart below showing how…

Nivea in France has benefited from re-focusing on the core, as shown by Helen Willems, General Manager of Beiersdorf France & Belgium, in a lunch organised by The House of Marketing…

Working recently on a great project on category stretch for a 'brand hopper' (ie. a brand seeking to hop into several product categories] – I uncovered some nuggets of insight…