As a middle aged man who's often in Lycra, I've learned the hard way how important it is to stretch. In both running and branding, a good stretch can unleash the next level of performance, but do it wrong and you'll regret it.
If you work for a large CPG company it's highly likely your brand is also middle aged, say 20-50 years old. Since its glory days the world has become more complex, the big drivers of growth may be stalling, and you're left with a big question – what's the next source of growth? It's also highly likely that you can see fast growth in adjacent categories and you'd like to get some of that.
So for example, let's imagine you're managing a breakfast cereal brand. You could be looking at an adjacent category like cereal bars, and wondering the best way to take your brand into that sector. At Huxly we believe strongly in Flow. Our Flow model says that brands work most effectively when the consumer experience flows seamlessly. From their first sight of the pack design to the final lipsmacking bite, you should deliver a consistent brand experience. To do this you need to ensure that the emotional, functional, sensorial and social aspects of the brand all deliver coherent messages.
This may have made the challenge look impossible. Be assured – it isn't. But it does require a decent research program to understand the wider world of your consumer, and the minutiae of the human experience of your brand, to develop something that's congruent and instantly appealing. This should inspire a brand architecture that draws on your brand strengths to create a clear and appealing message for your consumers. This is exactly the sort of marketing challenge we've designed Huxly for. If you want to know more about our approach to brand stretch get in touch!
Joe Goyder, 29th June, 2018