ITV’s strategic brand stretch pays off: ITVX
I was lucky to work back in 2021 with ITV on the revitalisation of ITV, including the strategy for fully stretching into streaming. I posted in November last year on the launch of the new [...]
Ditching Land Rover: bonkers brand portfolio strategy?
Jaguar Landrover’s brand portfolio strategy hit the headlines last week. The upmarket care maker announced plans to drop the Land Rover brand, as part of its “Reimagine” [...]
KILLING LILT: COCA-COLA BRAND FOCUS IN ACTION
This week saw news that Coca-Cola was killing off the Lilt brand of soft drink. The Lilt product is being re-launched as Fanta Pineapple & Grapefruit. This could be seen as a bold move, given [...]
PORTFOLIO STRATEGY for GROWTH: PEARSON
How does a company with a core business of selling physical books survive and thrive in a digital world? This is the challenge Pearson has tackled over the last decade or more. Recent results [...]
Facebook and the Metaverse: losing focus on the core?
Facebook founder Mark Zukerberg’s ‘pivot’ to put all his eggs in the metaverse* basket hit the headlines this week, for the wrong reasons. “Zuckerberg’s bet on the [...]
Portfolio focus pays off for Coca-Cola
It was interesting to watch Coca-Cola CEO James Quincy talk about portfolio focus in a CNN interview (1), one year after we posted here on his plans to cut a large number of “zombie brands”. His [...]
Meta: the good, the bad and the ugly of Facebook’s name change
The change of Facebook’s company brand name change to Meta hit the headlines last week. In this post, I take a practical look at the good, bad and ugly aspects of the re-branding. What can we [...]
Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”
I read with interest the Dixons Carphone group’s planned name change linked to brand portfolio rationalisation. In this post I explore why this change is strategically sound, in contrast to the [...]
By David Taylor
In '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
Posted 7 brand building steps that doubled Peloton’s business
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 [...]
Brand portfolio focus: Coca-Cola “kill the zombies”
Coca-Cola is pursuing brand portfolio focus in response to the Covid crisis, which contributed to a 2nd quarter sales drop of 27%, the biggest quarterly decline in a decade. CEO James Quincy [...]