Editor - David Taylor

My Photo

brandgym coaching services

  • Vision to Action
    Creating an inspiring brand vision, positioning and action plan, including Brand Purpose, Brand Revitalisation and Global Branding
  • Grow the Core
    Creating ideas to sell more of the core, including Turbo-charged Marketing Plans and Category Growth Visions
  • Brand Stretch
    Strategic innovation to create new products and services, including New Brand Devt, Brand Portfolio Strategy and Brand Architecture
  • brandgym partner network
    More about the opportunity to become a brandgym partner, and who we're looking for

brandgym books

« Shit happens. Its how you sort it that matters | Main | An end to "the tyrany of growth"? »


francois de riviere

Great example with Jordan.
Increasing usage is especially critical when you are the category, or have managed to kill any form of serious competition. The brand routine becomes your own personal enemy.
Dettol has a staggering 90+% market share in Malaysia. More than a household name, it is synonimous to germ protection.
As it often happens to this class of brands,Dettol is a very segmenting brand with a flock of fans and a good number of detractors.
Instead of trying to convert detractors ( who hate the brand because it makes your house smell like a hospital-this is by the way what fans love about Dettol)we went for increased usage together with our client Reckitt Benckiser.
The insight we got from Fgs was users were incredibly creative in their usages of the product and that extra usages were very personal. There was a multiplicity of usages instead of having two or three major ones.
We created an integrated campaign starting with TV and press to call Malaysians to tell us "What does your Dettol do for you?"
Consumers were asked to post their suggestions on line. The best ones were described in a following TVC and on Dettol's website.
Dettol antiseptic liquid grewby 10% over the first half of 2009.

The comments to this entry are closed.