Range Extension to Grow the Core: BT Unbreakable WiFi
Broadband internet marketing tends to focus on price deals and claims about download speeds. So, it was refreshing to see an example of consumer-led marketing from BT with their new Hybrid [...]
Core brand revitalisation: Formula 1 ‘Drive to Survive’
Formula 1 is a global motorsport bought for $8bn in 2016 by Liberty Media. The new owners knew they would need to make changes to capture new audiences and achieve growth. They set out a desire [...]
By David Taylor
In Core Range Extension, Distinctive products & services, Driving Distribution, Global branding, Grow Your Core Business
Posted Lego’s constant core revitalisation
Lego is a lockdown winner, with 2020 sales growing +13%, profits up +20% and market share gains achieved in its 12 largest markets (1). But these short term results are the reward for more than a [...]
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 upcoming brandgym Mastering Brand Growth Program. I [...]
By David Taylor
In 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Brand-led business, Distinctive communication, Grow Your Core Business
Posted Creativity to Grow the Core: Burger King
Burger King are famous for pushing creative boundaries, winning 94 Cannes Lions in the past four years, including four Grand Prix awards. But key to Burger King’s success has been focusing this [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Covid Crisis, Grow Your Core Business, Workshops
Posted Embracing virtual working to keep brands fit: 13th Annual Research Paper
Our 13th annual research project explores the impact of the Covid-19 crisis on brand strategy. Lots of research has been published about cuts in marketing investment, but what about the [...]
Cadbury remembers and refreshes what made it famous
Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming. The league table of Britain’s biggest brands shows what a good job the Cadbury’s team have done at revitalising [...]
‘Bake in your brand’ to find space in a cluttered market: COMET meetings
Post by Anne Charbonneau, Managing Partner based in Amsterdam. A couple of weeks ago, one of my clients introduced me to COMET, a new player in the meeting room rental market. As we run workshops [...]
By David Taylor
In Brand rejuvenation, Distinctive products & services, Grow Your Core Business, Innovation to Stretch into New Markets
Posted Retail revitalisation has Pets at Home sales purring
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 pre-tax profit and an [...]
By David Taylor
In Brand-led business, Distinctive products & services, Grow Your Core Business, Leadership & performance
Posted Can ‘Brand CEO’ Julian Dunkerton supercharge Superdry?
Julian Dunkerton of Superdry is the latest ‘Brand CEO’ that I’m backing with cold, hard cash. Brand CEOs are leaders who are the living, breathing embodiment of their brands. I first posted on [...]