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Ikea’s Cook This Page campaign is another smart brand gesture

Swedish home furniture brand Ikea continues to be at the heart of affordable stylish urban living. We always solute brands who continually look for interesting ways to engage and add value for the lives of their customers. That’s why we love this clever idea from…

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Coopers Clear Muddies the Brand

Brand Aligned Product Extension – It’s not Rocket Surgery There’s no doubt product line extension is critically important to engage with an increasingly splintering consumer market. For many brands, going to market with the same handful of products with broad appeal is a sure recipe…

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Virgin Hotel – using brand to reframe another category

With the crown for the most elastic brand, Virgin has managed to reinvent and standout in many categories including music, finance, telecommunication and entertainment. In travel, they have been particularly successful in showing up heritage brands for being out of touch with customers. Following the…

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Brand Extension and the Cannibal Effect

Existing brand buyers account for 63% of sales of new product line extensions. Research carried out by Catalina Marketing in the US brings into sharp focus where the buyers of new product line extensions come from, and the answer is; ‘they’re mostly the people who…

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