OPINION PIECE Author: Zoe Phillipson, Creative Director, StormBrands As the cost-of-living crisis bears down on shoppers, own label grocery sales are booming, accounting for over half of grocery sales in mid-April [Kantar]. But we’ve come a long way since own labels were looked down on as poor relations to top-tier branded products, with basic or […]
There is no doubt that brand positioning is extremely important. It is how you are geared to speak to the world; what you have to say and importantly how you want to say it. It is how you want to distinguish yourself from your competitors and the way in which you intend to occupy a […]
Of course, there are many reasons why FMCG businesses spend lots of time and money investing in, and planning, their innovation pipeline. However, we believe one of the most important strategic reasons for innovation is about the need to sustain and grow brand relevance. At Brandon we talk about relevance as ‘having a clear role in […]
Having been fortunate enough to live in a few different countries (including the USA and Australia), and having spent a lot of time in New Zealand (having a Kiwi wife), I often find myself in a conversation about what I’d miss most about Britain, living abroad. And the answer is simple. Our pubs. (Sorry Mum). It’s an old […]
As a family-owned company for more than 150 years, we are proud of how we have innovated throughout our history to ensure that we always reflect the world around us. Now, as we look ahead to the next 150 years we recognize the importance of minimizing our impact on the environment and doing the right […]
So what exactly does it mean..?
There are plenty of over-used phrases in the world of marketing and brand strategy; think agile, purpose, why, end-to-end etc… But one that rarely gets a look in is ‘relevance’. We measure it, talk about it, want to be it, worry about why someone has it more than us… ‘We need to be more relevant’ […]
The past five years in the drinks industry have seen a craft beer revolution, a craft gin/vodka/tequila revolution; low alcohol spirits, new packaging innovations… but through much of this, cider has been on the outside looking in. Strongbow is still the main tap in most pubs; apple and fruit bottled ciders are stocked sparsely in […]
By Louise Kennedy who is Strategy Director at Brandon Consultants
Online grocery shopping is growing significantly as a result of Covid 19. After four years of relatively low growth, the online channel is set to grow by a whopping 33% in 2020. To put that into context, Tesco’s online penetration has reached 14% of households – almost on a par with Waitrose’s total store penetration level. And even as […]
By Tom Harvey, co-founder, YesMore drinks marketing specialists
Reopening bars and restaurants in a world where a deadly virus spreads in close contact and indoor spaces… Well, it’s a challenge to say the least. However, as infection rates drop, many venues are beginning to reopen in some form – mostly for outdoor dining, at the moment. So what do venues need to bear […]
Gavin Bowen-Ashwin, Director at 4C Associates.
60% of Britons feel uncomfortable about going out to bars, restaurants, or sporting events once lockdown is lifted. How will this impact the food industry sector? COVID-19 had clearly hit the food service sector hard, and there are likely to be more casualties before we return to some kind of normality. However, with the […]