Future Proof

How should brands Find New Space?

Jul 25, 2024

In this discussion, brand growth strategist Jane Ostler teams up with Rob Wade from Kantar to uncover innovative paths for brand expansion. They explore how brands like San Pellegrino and Lurpak have diversified successfully without jeopardizing their core products. Strategies around premiumisation and catering to price-sensitive consumers are highlighted, as well as the importance of aligning innovations with existing brand identities. The duo emphasizes that informed exploration of new categories and services is key to sustainable growth.

14:34

Creator website

Episode guests

Rob Wade

Jane Ostler

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Podcast summary created with Snipd AI

Quick takeaways

Brands can achieve growth by strategically identifying incremental opportunities beyond their current market, such as San Pellegrino's foray into flavored soft drinks.

Differentiation strategies vary for small and large brands, with smaller brands needing unique propositions and larger brands redefining products for growth.

Deep dives

Understanding 'Find New Space' for Brands

The concept of 'Find New Space' is essential for brands seeking growth by identifying new areas for expansion. This involves understanding market insights and category changes, allowing brands to discover incremental opportunities for consumer engagement. For example, San Pellegrino successfully ventured into the soft drink market by introducing new flavors in cans, which broadened its appeal without cannibalizing its existing sales. The strategy emphasizes the importance of incremental growth, suggesting that brands double their chances of success if they can find new uses for their products.

Smaller Brands Need to Focus on Hero Products

00:58

Finding New Space for Brands

02:01

Intro

2min

Brand Expansion Strategies

3min

Brand Strategies: Differentiation and Expansion

2min

Navigating Brand Innovation

5min

Navigating Brand Strategy through Innovation and Market Positioning

2min

In this episode, Jane Ostler talks to Kantar's Rob Wade about how brands must Find New Space, the third Growth Accelerator in the Blueprint for Brand Growth. They discuss the strategic exploration of incremental opportunities beyond a brand's current market. It involves identifying new categories, occasions, or services where a brand can extend its reach.

For example, San Pellegrino, known for sparkling water, successfully ventured into flavoured soft drinks in cans, demonstrating a creative way to find new spaces without cannibalising existing sales. Another example is Lurpak Butter, which capitalised on advertising to amplify existing uses, such as cooking with butter instead of oil, thereby expanding the category. Premiumisation, like Baileys Chocolate Lux, and appealing to price-conscious consumers, as seen with Netflix's ad-supported tier, are also strategies brands use to innovate and grow. The key is to ensure that innovations are incremental and align with the brand's existing motivations and contexts to mitigate risks and increase the likelihood of success.

To find out more, visit kantar.com/blueprint

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Future Proof

How should brands Find New Space?

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Understanding 'Find New Space' for Brands

Different Strategies for Small vs. Large Brands

Managing Risk in Brand Innovation

Smaller Brands Need to Focus on Hero Products

Finding New Space for Brands

Remember Everything You Learn from Podcasts