Rob Wade

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.