Trend application & opportunity insight

HOW DO YOU LEVERAGE YOUR BRAND FOR THE NOW AND INTO THE FUTURE?

ENSURING BRANDS HAVE THE PERMISSION TO PLAY

Brand stretch & brand extension

Lots of businesses think of these as quick wins. But brand stretch and extensions are a dangerous game. In fact, according to Nielsen, a massive 50% of them fail.

Which makes it interesting that whenever we work with consumers, they tell us they’re not interested – or are even annoyed – by nonsensical, me-too initiatives. And they’re very clear-minded about how damaging these are to a brand.

That’s why we’ve developed a methodology that brings new ideas and a new dimension to a market, segment or trend. And, vitally, we always ensure that this strengthens the core brand rather than weakens it.

Through collaborations with consumers and using our Protogaming tools, we enable people to work through where and how a brand can stretch. The results are often surprising. Sometimes it’s tiny subtleties that make a massive difference to the final strategy. But it’s not uncommon for consumers to spot an entire gap that a brand could very feasibly make their own.

"The Strategy Distillery really get under the skin of brands and evolve them with consumers to places that give exciting potential for future brands"

Emma Billinge

Marketing Director Purity Drinks Limited