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’. 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 […]

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 […]

The impact of COVID-19 on the food service industry

Gavin Bowen-Ashwin, Director at 4C Associates.

The impact of COVID-19 on the food service industry

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 […]

Challenge To Lead, Be Human! Go Challenge! Go Play!

Challenge To Lead, Be Human! Go Challenge! Go Play!

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 […]

The art of the perfect Easter egg packaging: offering a taste of comfort in uncertain times

By Dr. Jennifer Simon, Semiotician at Sign Salad

The art of the perfect Easter egg packaging: offering a taste of comfort in uncertain times

Easter celebrations will still be going ahead for families and individuals across the globe, but due to the COVID-19 pandemic they are going to be a little different this year. Despite not being able to freely immerse themselves in family or religious gatherings, there is one popular ritual that can be enjoyed by all this […]

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