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The Virgin brand steps sideways into hotels

A brand with extraordinary category extension discipline. Arguably no brand has stretched into new categories like Richard Branson’s Virgin has. Capturing the personality of Branson’s own brand, Virgin has come to represent a brand that challenges the paradigm of the categories it enters, usually looking…

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How this Dutch company made €44.9m in sales without advertising.

Today’s guest article has been penned by the very smart people at eatbigfish. eatbigfish is a strategic brand consultancy with a single focus: challenger thinking and behavior. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger…

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Moby Mart – A Disruptive Convenience Retail Model

From the same crew who brought us Wheely’s bike cafes, comes Moby Mart. A few years back we wrote about Wheely’s an organisation looking to disrupt the cafe market with their new model of pedal powered, solar powered, low on carbon footprint, high on smarts…

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3 Types of Challenger Brand Strategy

Today’s guest article has been penned by the very smart people at eatbigfish. eatbigfish is a strategic brand consultancy with a single focus: challenger thinking and behaviour. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger…

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5 Strategies for brands to do more for less from The Challenger Project.

Need to get your brand noticed but don’t have the resources to get the word out by traditional means?  The Challenger Project in the UK is published by eatbigfish, a strategic brand consultancy with a single focus: challenger thinking and behavior. I love the way these…

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Veganz Vegan Supermarket – The Engaging Power of Brand Focus

How Brand Focus can be the best Brand Strategy One of the most powerful truisms of branding is; ‘You can’t be all things to all people’. Yet when we think about the supermarket category, and even the innovations in this space of convenience stores, mini-supermarkets…

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Uber shows their disruption mindset extends to building their brand

Disruptive Brand Building – Simple and Effective A recent newspaper article caught my eye with the headline; ‘Melbourne woman gives birth in the back of Uber car in New York’. From a brand perspective there’s plenty to find fascinating here; Would this article have been written if…

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Bland Identity – Microsoft Launches their New Brand Identity Design

A Branding Challenge for market Leaders Microsoft has launched the latest evolution of their brand mark at the opening of its new store in Boston. The task of keeping a brand’s visual language fresh and relevant to the market is critical (we recently wrote a…

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