It is always good to see a brand that knows its distinctive assets. Magnum has for some time emphasised the chocolate cracking start of the Magnum pleasure journey in communication. It has also ensured the signature experience extends across flavours and formats. New visuals that place products on a cracked surface make a short sensory... Continue Reading →
Any self-respecting brand manager will know a stretch to a new category or segment needs to be consistent with the brand's values and identity to prevent consumer disconnect and support success. The fabled* Colgate frozen lasagne story continues to remind brand managers not to overlook brand fit. Stretch success also depends on the business model... Continue Reading →
Pepsi is working hard to attach their brand to popular fast food choices. The #BetterWithPepsi campaign is backed by a blind taste test claim that their fizzy drink goes better with Big Mac or Whopper burgers than rival Coca-Cola. Recent creative work has been superbly distinctive and provocative. Showing wrappers for Burger King, McDonald’s and... Continue Reading →
One of my most rewarding projects of late has been helping the Unilever ice cream business accelerate growth across delivery platforms such Uber Eats, Grab or Deliveroo and food-chain partners. Teams are dotted across the globe and manage digital communications to drive sales from their own virtual stores, grocery partners or from food-chain orders. Collectively... Continue Reading →
The launch of a direct to consumer website is not usually big news, especially during this pandemic, but PepsiCo's launch of Snacks.com and Pantryshop.com has gained attention with headlines such as "PepsiCo cuts out grocery stores." These simple websites don't look like a particularly big strategic play at first glance. In fact PepsiCo suggest they... Continue Reading →
I feel some discomfort defining Banksy as a brand. On the important attributes I am on solid ground: the artist's work is distinct, recognisable, and consistently purposeful in message. However, I suspect it is a label that the anonymous street artist who has deemed commercial success "a mark of failure" would dislike a lot. Labelling... Continue Reading →
At a time when investors are hesitating, British ceramics brand Emma Bridgewater has secured an £8m investment to support growth. It is a big expression of confidence for the pottery company established in 1985 that has organically grown revenues beyond £20m. Like the company's ceramics this investment is eye-catching and led me to reflect on... Continue Reading →
Covid-19 has hurt the happy meal restaurant. About 25% of McDonald's restaurants are closed globally, including all of the 1,270 in the UK. Despite the sales impact the McDonald's brand looks set to emerge stronger post-pandemic. In recent weeks the global attachment to the brand born in 1940 has become very visible. McDonalds clearly has... Continue Reading →
Disney has assembled an incredible portfolio of brands and companies including Marvel, Fox Studios, Lucas Films, ESPN and Pixar. Disney is a case-study of a diverse business that has made bold decisions to remain relevant. Strong story-telling franchises ensure cross-generation appeal and are translated into engaging experiences via theme parks or resorts globally. The company... Continue Reading →
Morrisons, the UK's number four grocery chain has faced increased competition from discounters and seen a steady market share decline in recent years. The very late arrival to on-line grocery delivery hasn't helped. Bigger rivals Tesco and Sainsbury have had more than a 15 year head-start. CEO David Potts understands the need to make up... Continue Reading →
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