Travelling by tube recently I simply couldn't ignore this advertising from Ecover. To start with there are the provocative, witty and challenging headlines capable of the grabbing attention of most commuters. Loud headlines are matched with loud colours - with posters showcased together for maximum impact. Disruptive, distinct and connected - there is a structure,... Continue Reading →
Persil is a brilliant brand - it promises the core benefit of 'dirt removal' and connects this to a social purpose. As Unilever explain: "Dirt is Good - especially when it’s the result of your kids going out into the world to have fun, explore, learn and experience the very best of the world around... Continue Reading →
Volvo is a brand and business doing well in a challenging industry. Increasingly recognised as a premium brand, Volvo has enjoyed a fifth consecutive year of record sales and has won its first European Car of the Year award in 2018. Purchased by Geely Holdings in 2010 Volvo sold 90,417 vehicles in China last year —... Continue Reading →
In the week that Apple issued a profit warning bakery chain Greggs has gained huge press and social media coverage for sales of a vegan 'sausage' roll that has led to customer queues ‘out of the door’ at some stores. The public interest in part reflects a dramatic growth in those going vegan in the... Continue Reading →
One of the things I help clients to do is see future scenarios. Given this I couldn’t resist considering where Amazon’s $1 billion PillPack acquisition may take them next. The purchase of prescription delivering PillPack is widely seen as a start of a consumer-centric push by Amazon into healthcare. Given Amazon's assets, scale and data could... Continue Reading →
For the third year the partnership between GSK and Save the Children has been voted “the most admired” by FTSE corporate and UK charity professionals. GSK already invests 20% of profits from developing regions into healthcare access, but this partnership brings something different - in particular the depth of organisational involvement. The partnership involves R&D expertise... Continue Reading →
To grow your brand or business you need to get someone to change their behaviour. That could be choosing your brand in preference to others, consuming more or, perhaps, trying a new product or category for the first time. The problem is that consumers and customers can be very attached to the status quo. The... Continue Reading →
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 →
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