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’. It’s a word that is in 90%+ of the briefs we receive for both existing brands and new brands and it’s also a word we […]
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 […]
Was there ever an era when we spent more time digesting online information yet questioning the shape of life to come? This clash of uncertainty and stream of information brings us closer to the mindset at the heart of Gen Z’s consumer behaviour. Constantly juggling screens, it is not surprising that they are more politically […]