Quality in-store activation from Quality Street
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 [...]
Why big brands (not small ones) win in eCommerce
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 [...]
By David Taylor
In Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution
Posted Why big brands win in eCommerce retail, not small ones
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 [...]
Should you sell direct to consumers and, if so, how?
“Should we sell direct to consumers (D2C)?” asked a consumer product goods (CPG) client in a growth vision workshop this week. Many companies are asking us the same question. And you can see why. [...]
Digital drives a richer customer experience for Dollar Shave Club
Dollar Shave Club (DSC) is a great example of a brand using digital to enhance the customer experience, an approach proposed in the book Marketing Goes Digital that I posted in earlier in the [...]
Drive distribution to grow the core like Costa
One of the best ways to grow the core is to drive distribution, as covered in the Grow the Core book. And a cup of Costa coffee at a local Shell station reminded me that perhaps the best example [...]
Dominos pizza and the power of physical availability
Domino Pizza's recession-busting results show the power of boosting "physical availability" for your brand: finding new ways to get your brand in front of people at moments when [...]
Nespresso – New generation branding
I got in the post today a magazine from Nespresso, and it got me thinking about what an amazing brand growth story this is: heading for 1 billion Euros in sales. This subsidiary of Nestle [...]