Driving Distribution

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 [...]

Post by Anne Charbonneau, Managing Parter based in Amsterdam. The importance of the online channel has sky-rocketed during the Covid crisis. Tesco reported a 49% jump in online sales (three [...]

Post by Jon Goldstone, Managing Partner (Global). Consumers have never been more open to buying from brands than during the current Covid-19 crisis; social distancing and lockdowns have made [...]

This week’s post is about a brand that literally combines product ‘sausage’ and emotional ‘sizzle’ to create a compelling proposition. I caught up for breakfast [...]

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 [...]

“Whoever said retail was dead ?! It simply needs to evolve,” rightly pointed out Simon Rosenberg, Brompton Bicycle’s Global Head of Retail, when announcing (1) the opening of the brand’s new [...]

Post by Anne Charbonneau, Managing Partner based in Amsterdam. Between two client meetings in Paris I saw what looked like the opening of a cool tech or sports store, with queues round the [...]

Sometimes the simplest brand ideas are the best. In particular, ideas don’t always have to rely on product innovation, they can be based on marketing innovation, as Quality Street* recently [...]

Apologies to everyone for the crappy quality of the visual in last week’s post about big brands winning in eCommerce. Thanks to those readers who flagged this up. The images are fine on the [...]

Big brands are the knock-out winners in a recent eBrand ranking (1) of performance in UK online retailers, despite the popular view that big brands are losing out to smaller, more digitally savvy [...]