In South Africa, the Woolworths brand is synonymous with both quality and expense. It’s a double-edged sword that has seen Woolworths become a mainstay among upper-class shoppers, but has prevented the brand from gaining traction in low-income areas. However, with the right growth strategy, Woolworths can make its mark across a wider spectrum of consumers. … More Woolworths: Are low-income consumers the key to significant growth?
Since its entrance on the market in 1893, Pepsi has grown into one of the world’s leading beverage brands. However, not content with battling Coca-Cola for top dog in the carbonated beverage market, Pepsi’s parent company, PepsiCo, has crafted their way to the position of the world’s second largest beverage and snack producer. How was … More PepsiCo: Acquisition-driven success
Print is dead and digital is the new king. So say the numbers in the publishing industry, with even cornerstones of the magazine industry such as National Geographic feeling the pinch.
Since beginning my branding adventure, there is brand that regularly appears in my research as a one to revere: Zappos. It’s not a name that I was familiar with, in fact, I initially confused it with ‘Zippo’ – one manufactures lighters, while the other is lighting up the world of online shoe and clothing sales!
The birth of the electric vehicle (EV) was anything but sexy. The first mass-produced hybrid car, the Toyota Prius XW10, was ground-breaking in its technology, but certainly didn’t win any awards for its dull design. The same could be said for another early hybrid, the Honda Insight ZE1. On their arrival on the market in … More Tesla Motors: High-end differentiation for low-end gain
It’s a Monday morning and I’m settling down to enjoy a cup of Coffee at my local Starbucks. It’s become a common ritual, but something is different this time – the branding.