Pringles packaging is instantly recognisable and delivers incredible shelf stand-out. It is a case study on how a distinctive pack helps shoppers effortlessly find your brand. Purchased by Kellogg's in 2012 for $2.695 billion, the Pringles brand has powered the company's snack business and global reach. Patented in 1970 the tubular pack and design is... Continue Reading →
'Hybrid estate' agent Purple Bricks has increased UK instructions by 83% in the last 12 months and apparently are on-track to be market leader within 2 years. Key to this growth is a disruptive proposition that has been communicated with provocative, comparative advertising. Purple Bricks offers a low, fixed fee for marketing a property – a distinct... Continue Reading →
I’m lucky enough to be able to work with some of the biggest global brands on their innovation challenges. Facing competitors becoming leaner and faster these brands need bigger, more disruptive ideas delivered at speed. Below are three observations on how some brand teams are pushing us to fulfil their greater ambition. 1. They start... Continue Reading →
It's that time for personal goals for the new year. If being happier and more successful is your motivation then it is worth considering the findings of Robert Waldinger, Director of the Harvard Study of Adult Development alongside those of Shawn Achor, author of The Happiness Advantage. Waldinger's study based on 75 years of observing 724 men, 'reveals' that good relationships... Continue Reading →
When innovating to deliver growth I have noticed a tendency for teams to start with product ideation and then progress to packaging as a support for their product ideas. But with the pack first to engage shoppers and usually representing a fraction of the cost of product the risk is that significant profitable growth opportunities... Continue Reading →
In 2012, UK's Channel 4 trailed their coverage of the London Paralympics with Meet the Superhumans. It is a wonderful film that showcases disabled athletes in action and places the Paralympics firmly alongside the 'ordinary Olympics' as the pinnacle of sporting achievement. I've often used the 2012 trailer in workshops as an example of 'perfect... Continue Reading →
In a recent workshop I used the brilliant example of skin care brand Sol De Janeiro to demonstrate the value of understanding behaviour. It is an example worth sharing... Sol De Janeiro with Ogilvy Brazil created ‘Tattoo Skin Cancer Check’ to increase early detection of skin cancer - the most common type in Brazil, with a rising incidence among... Continue Reading →
Accenture is business doing very well. Brand value according to Millward Brown increased by 11% to $20,183M last year and the 2016 revenue forecast has been raised recently. One contributor to Accenture's success will be consistent and effective brand management. In particular brand communication that is decision-maker friendly. Let me explain: 1. Accenture has identified... Continue Reading →
There is much to like with the new social enterprise scheme being trialled in London that gives homeless people the opportunity to staff coffee carts and earn a living wage. This not-for-profit initiative addresses a growing problem with rough sleeping in London having increased by 80 per cent since 2010. It is backed and inspired... Continue Reading →
An all female team completed the Volvo Ocean Race this year. Sponsored by SCA they battled against the elements and oceans 24 hours a day over a distance of 38,000 miles. The team's achievement is a high profile example of women competing with men on equal terms and facing equal challenges. It is a case-study that... Continue Reading →
Facilitate Success 