Your brand is your product, and your product is your brand

Your brand is your product, and your product is your brand

Some things are so important they need a friendly reminder every now and then. Arguably, Distinctive Assets, and the whole Byron Sharp philosophy, isn’t one of them. The Ehrenberg-Bass Institute seems to have become a religion nowadays. Still, all too often, marketeers focus merely on the logo, colour, tagline and typography when discussing distinctive assets. […]

How supermarket own labels are becoming iconic, ownable and powerful brands

How supermarket own labels are becoming iconic, ownable and powerful brands

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 […]

The role of innovation in driving brand relevance?

The role of innovation in driving brand relevance?

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 […]

Pubs: The fight back is on

Pubs: The fight back is on

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 […]

Relevance – The Holy Grail of Marketing

So what exactly does it mean..?

Relevance – The Holy Grail of Marketing

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’ […]

What’s next for cider?

What’s next for cider?

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 […]

Hero Design For The New Hero Channel

By Louise Kennedy who is Strategy Director at Brandon Consultants

Hero Design For The New Hero Channel

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 […]

How should pubs and bars be communicating as they open up?

By Tom Harvey, co-founder, YesMore drinks marketing specialists

How should pubs and bars be communicating as they open up?

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 […]

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