Archive

Renovation

In my last piece, I discussed breakthrough innovation. If you have ever worked on it, you know how exciting, challenging, frustrating and rewarding those projects are. One might expect that working on established big brands could be dull, not as challenging, or not as important career-wise

Goliath & David – competing with the little guy

It seems the rules of brand engagement are changing every day. In this climate, even long-standing category leaders need transformational strategies to win. A 2017 Clear study found that even established companies and stable categories are vulnerable to the rise of insurgent brands, as discussed in

Goliath & David – the big and the vulnerable

In today’s market, even the most established brands are vulnerable to small, nimble insurgents. A new Clear study finds that anticipating change is the first step to a successful response. Barriers to entry are crumbling—and so is the status quo. How vulnerable is your category? Without

5 key lessons for brands looking to win in ‘Naturals’

The end of World War II saw the rise of mass production. Consumers lapped up a constant stream of relentless innovation. Relentless innovation to make food taste nicer, smell better and cook faster. Relentless innovation that brought us more effective medicines and personal care products. All

Winning in China

In the week following Diageo’s launch of a new whisky in partnership with China’s 3rd largest Baijiu distiller, we take a look at what’s next for alcohol brands in China – and how to win like whisky. With the world’s largest population, an affinity for drinking

EXPERIENCE GAP

Disappointments. We’ve all had them. That moment when someone or something lets you down. When they fail to live up to expectations. When the promises they’ve made are exposed as untrue. How many times has a brand done that to you in the past year? Welcome to the