Grow Your Core Business

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]

Revitalising a brand is a tricky task, requiring a delicate balance of freshness and consistency, especially when the brand in question has 182 years of heritage. Alessandro Bogliolo faced this [...]

Saga’s recent woes show the perils of stretching a brand too far, too fast, and neglecting the core (1). The insurance and travel provider for the over-50s recently announced a £310m write-down [...]

Post by Simon Gore, Managing Partner and our Head of Brand Identity & Naming. We love growth stories about sausage brands like Heck, the subject of this post, as they literally bring to life [...]

“We know we should grow the core. But our sales force and retail customers demand innovation and new products to give us support!” This challenge was shared during a workshop I [...]