Distinctive products & services Archives

Jul 03 2019

A sorry Saga of unsuccessful brand stretching

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

Saga’s recent woes show the perils of unsuccessful brand stretching: going too far, too fast, and neglecting the core (1). The insurance and travel provider for the over-50s recently announced…

Jun 26 2019

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Can Kapten capture share from Uber?

By David Taylor Big brands under attack, Distinctive communication, Distinctive products & services

A email inviting me to sign up to a new car-booking called Kapten grabbed my attention this week. Kaptain is one of several new ‘insurgent’ brands launching in London this…

May 22 2019

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Heck: a sizzling sausage success story

By David Taylor Core Range Extension, Distinctive communication, Distinctive packaging & design, Distinctive products & services, Grow Your Core Business

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…

Apr 24 2019

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CureFit: Secrets of a successful start-up

By David Taylor Big brands under attack, Brand-led business, Distinctive products & services

India throbs to the beat of a million start-ups and CureFit is one of the most exciting, making big waves in the world of fitness, just three years after launch.…

Apr 17 2019

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Best Buy show how big brands CAN fight back

By David Taylor Big brands under attack, Brand rejuvenation, Distinctive products & services, Grow Your Core Business

Post by David Nichols, Group Managing Partner and Head of Invention I recently read a great article in Inc. magazine about big US retailer Best Buy and its comeback from…

Apr 03 2019

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Coravin put ‘B2B2C branding’ on the menu

By David Taylor Distinctive products & services

During dinner at the restaurant Harnett & Holder I saw a brilliant example of what I call ‘B2B2C’ branding: building a brand with business customers to in turn promote the…

Mar 20 2019

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Inside an insurgent: the Gran Luchito story

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive packaging & design, Distinctive products & services, Internal engagement

Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big brands, In…

Nov 28 2018

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Why is Direct Line’s brand strategy “best-in-class”?

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication, Distinctive products & services

Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built…

Nov 07 2018

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Distinctiveness vs. differentiation: who is right?!

By David Taylor Distinctive communication, Distinctive packaging & design, Distinctive products & services

In a recent brand-led innovation project, we discussed Mark Ritson's latest column that has added fuel to the fire of debate about distinctiveness versus differentiation (1). "There is a worrying trend…

Sep 05 2018

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8 failed brand extensions in the brand stretch graveyard!

By David Taylor Core Range Extension, Distinctive products & services

A reminder of how overcrowded 'the brand extension graveyard' is popped into my in-box this week. Thanks to brandgym blog reader Mark James for sharing a CB Insights article (1).…

Distinctive products & services95

A sorry Saga of unsuccessful brand stretching

Can Kapten capture share from Uber?

Heck: a sizzling sausage success story

CureFit: Secrets of a successful start-up

Best Buy show how big brands CAN fight back

Coravin put ‘B2B2C branding’ on the menu

Inside an insurgent: the Gran Luchito story

Why is Direct Line’s brand strategy “best-in-class”?

Distinctiveness vs. differentiation: who is right?!

8 failed brand extensions in the brand stretch graveyard!

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