Energy Hub Event, Weds 17 September 2008
Brand stretch in tight times
a talk by Peter Shaw.
Extract:
In a climate of economic contraction, you may well think that the last thing you should be concerned with is brand stretch. But actually this is the very moment to consider it. In difficult times those who survive are those who innovate and change. And brand stretch is all about just that.
Download a summary of the talk here>
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Marketing magazine, News, Weds 8 April 2008
Virgin Atlantic 'extras' face axe
by Alison Donnelly.
Extract:
Virgin Atlantic is considering scrapping its in-flight beauty therapy. The service, available in its Upper Class cabins, has underpinned its strategy to differentiate itself from rival carriers...
'Virgin has relied heavily on luxury services to make a profit from business customers. It would be insane to get rid of them,' said one source.
With a smaller fleet than its rivals, Virgin Atlantic uses in-flight luxuries to tempt passengers away from airlines that fly more regularly from London to the US. Its ads, created by RKCR/Y&R, also focus on the service...
Peter Shaw, managing director of Brand Catalyst agreed. 'If Virgin loses its fun element, such as the extras it offers, it won't have much left to differentiate it from its rivals,' he said.
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Marketing magazine, News, Weds 26 March 2008
Will Kit Kat rue Girls Aloud tie?
by Gemma Charles.
Extract:
Media coverage of pop group Girls Aloud looking surly, fed up and cold, during the shoot for the latest Kit Kat Senses ad has highlighted the pitfalls associated with high-profile celebrity tie-ups....
However, Peter Shaw, managing director of Brand Catalyst, claimed that as long as Girls Aloud stay together, the tie-up is likely to work for Nestlé. 'Where you have a problem using celebrities is on issues to do with breaking the law, or serious morality concerns, ' he said.
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Marketing magazine, News Analysis, Weds 19 March 2008
Here today, gone tomorrow?
Magners' struggle to maintain its strong launch momentum is one that can affect any brand, writes Jane Simms.
Extract:
Magners hopes to win back market share by launching a draught variant into the on-trade, but Peter Shaw, managing director of Brand Catalyst, believes it is fighting a losing battle.
'Every 10 years or so you see a cider brand trying to convince us it is "the new beer", he says. 'But they are building on a flawed proposition, because the product, which is sweeter, fruitier and more acidic than beer, is not suited to being consumed in volume night after night...'
Many 'flash-in-the-pan' brands fail because their owners get so excited by what they see as a strong proposition that they fail to recognise such 'product truths', claims Shaw. 'Sunny Delight is a classic example. Procter & Gamble invested heavily to buy shelf space, so the initial uptake was fantastic. But consumers found the product wanting at a time when healthy eating was entering the national consciousness,' he adds.
What's more, despite C&C bosses' wry criticism of Bulmers' 'over-ice imitation', a brand cannot fight on the strength of a generic proposition anyone else can copy. 'If you are up against a stronger player with deeper pockets they can easily"out-ice" you,' says Shaw.
....................................................................................... Financial Times , Thursday 24 January 2008
Letter to the editor: Cider without Rosie
Sir, Your report on the rise and fall of Magners, C&C’s cider brand, bears out the truth that product experience will win out over hopeful advertising every time (“Magners steps up battle with copycats”, January 21).
Every decade or so we see a cider brand trying to convince a new generation that it is more refreshing/sophisticated/rewarding/tasty than beer. After a period of heady sales rises and excitement, the inevitable happens and sales fall back down, however sophisticated, over-iced and enticing the marketing might be.
Cider, unlike beer, is made from apple juice, which generally means it is fruitier, sweeter, more acidic and overall less suited as a session drink than beer, which of course is made from that ultimately refreshing ingredient, water, with some key ingredients added.
Yes, cider can make a nice change, and for a while you might even be convinced, but most who spent the previous night drinking cider will not want to make it a regular experience.
Peter Shaw,
Managing Director,
Brand Catalyst
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Marketing magazine, Opinion page, Weds 17 Oct 2007
Is Kit Kat Senses a line extension too far?
Peter Shaw comments:
Poor old Kit Kat, it doesn't seem to know whether it is coming or going. Is it a permissible snack or a secret indulgence, a shared treat or a biscuit barrel regular?
Since discarding its foil-and-band packaging for a tight-fitting 'flow wrap', Kit Kat appears to have lost its moral compass, flinging itself at any consumer desire that comes its way.
The brand is behaving like a faded film star who takes on inappropriate bit-parts in TV soaps, muddying our memory of how great he really is.
Kit Kat should stop listening to those nay sayers. It tastes great, looks terrific and we still love the brand for what it really is. It
needs to just do its thing - and continue telling us about it.
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BBC News 24 , Wednesday 11 July 2007
Burberry brand powers results
Peter Shaw, was asked how the Burberry brand has contributed to another set of very good results for the company. Shaw outlined the combination of a commitment to leading edge fashion and faithful delivery of the traditional Burberry look. Burberry is both very much of the moment and quintessentially English - a very attractive mix for Far Eastern and European customers.
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Channel Five News, Monday 30 April 2007
Kate Moss branded range in Top Shop
Peter Shaw, Managing Director of Brand Catalyst commented that the Kate Moss clothing range would provide a strong platform for international expansion of the Top Shop brand.
....................................................................................... Channel Five News, Thursday 22 March 2007
Madonna at H&M
Peter Shaw commented on the launch of Madonna's branded clothing range in H&M. As well as H&M benefiting from Madonna's reputation and profile, Shaw commented that Madonna's profile would benefit from the association with a younger target audience.
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Marketing Week, Thursday 15 March 2007
Trends benchmark: Absolut
The sale of Absolut's parent company raised questions over the future of the premium vodka band:
Extract
Peter Shaw, managing director of brand consultancy Brand Catalyst, agrees that despite increasing cmpetition, Absolut remains a "trusted" premium mass-market consumer brand.
The company has been accused of falling behind newer rivals in refreshing its image. Shaw argues, however, that it is through a consistent approach to advertising that Absolut continues to maintain consumer interest.
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BBC Five Live, Friday 9 March 2007
Programme: Simon Mayo
A press campaign featuring Bernard Matthews, the turkey producer, drew media attention. Peter Shaw, managing director of Brand Catalyst commented that pressure from the media might be a reason for the eventual appearance of the eponymous owner, following the emergence of avian flu at the company's factory. There had been concern that the majority shareholder had not made a public statement earlier, although it has been pointed out that Mr Matthews has not been well.
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BBC News 24, Monday 5 February 2007
Programme: BBC 5 O'Clock News Hour
Masterfoods' announcement that they would no longer be targeting their marketing communications at under 12s drew significant media attention. Peter Shaw, managing director of Brand Catalyst came into the studio to discuss the move. Peter pointed out that advertising and websites are only part of the marketing mix, alongside the development of new products, packaging, distribution, pricing and formats. The marketing of extra large formats, by each of the three main confectionery manufacturers, is one example of how all confectionery purchasers, including under 12s, are encouraged to buy and eat more.
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BBC Five Live, Monday 29 January 2007
Programme: Anita Anand
With the calling off of the British Airways cabin crew strike Nick Cosgrove asked Peter Shaw, managing director of Brand Catalyst about the impact of industrial action on the British Airways brand. Peter said that he believes the strength of the brand will withstand occasional negative publicity and inconvenience to passengers, but will be damaged if such actions become a regular event.
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BBC News 24, Monday 4 December 2006
Programme: Business Report
With Tesco's quarterly results came news of a number of international acquisitions where Tesco had been beaten to the punch by Carrefour and Walmart. Peter Shaw, managing director of Brand Catalyst commented that Tesco would take a long term view and that these lost deals would not be a serious set back to the British retailer.
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BBC Five Live, Friday 24 November 2006
Programme: Drive Time
Peter Shaw, managing director of Brand Catalyst was asked about the reported move of Nike and Adidas to limit the distribution of their most premium products.
........................................................................................ BBC Radio World Service, 13 November 2006
Programme: World Business Report
News of the potential relaxing of rules on the placement of brands in TV programmes in the EC was discussed by Peter Shaw, managing director of Brand Catalyst and BBC journalist Russell Padmore. Those raised in countries with strong public broadcast channels might find significant product placement unpalatable. However Shaw felt that the viewer would be the best arbiter, switching channel if they felt they were being over-marketed to.
........................................................................................ Marketing magazine, 25 October 2006
Letters: Regression research offers great results
Mark Ritson's espousal of regression analysis is well made (Marketing,18 October). However, the technique is only as good as the stuff poured into it.
Regression analysis requires the marketing team's knowledge and assumptions to calibrate the statistical model, demanding a significant period of collective research, analysis and debate. In itself, this often produces revelations more profound than the numbers cranked out at the end.
Peter Shaw, managing director, Brand Catalyst
........................................................................................ BBC Radio World Service, 6 October 2006
Programme: World Business Report
Discussion of the news that the government of Mongolia is considering legislation to control the use of the Genghis Khan name and image. Peter Shaw, managing director of Brand Catalyst was asked by Russell Padmore whether this was possible. Peter concluded that a worldwide trademark could be applied for but prior usage would make it difficult to enforce.
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Marketing Week, 21 September 2006
Analysis
Ageing brands in need of a helping hand. By Noelle Waugh
Extract:
Stannah Stairlifts is attempting to give its advertising a more modern feel by removing the "distress purchase" stigma associated with its products...
Peter Shaw, managing director of branding consultancy Brand Catalyst, agrees that for consumers to reappraise a brand there must be "truth" behind the products on offer. "A major reason Skoda could shift its image was because everyone knew it was a Volkswagen (design) and respected what was happening behind the brand," he explains...
Shaw says Stannah's tactics closely echo changes implemented by Saatchinvest-owned meal replacement product Complan. The company instructed Williams Murray Hamm last year to rebrand the product with a radical new look to counter "clinical" and "elderly" perceptions ahead of the launch of its energy drink and bar.
But while he agrees from a corporate perspective that Stannah could successfully reposition as a modern and dynamic business, he warns of the dangers of alienating its core market in the process. "You can dress it up all you want, but if you can't get up the stairs it is a distress purchase," he concludes.
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Marketing magazine, 31 August 2006
First among equals
A brand may launch before its rivals, but there is no guarantee it will retain its early advantage. By Gemma Charles
Extract:
The importance of coming to market first varies by sector, according to Peter Shaw, managing director of Brand Catalyst. While consumers might be tempted to switch between FMCG brands, first movers in markets such as technology and financial services can hit the jackpot.
This is because consumers are not in a hurry to pay out a lot of money for another, similar gadget - Apple's iPod has proved an exception - and once signed up to financial products they often cannot be bothered to switch. Shaw cites the example of Egg, the UK's first interent bank account, which attracted customers iin with high interest rates on savings....
Letting niche brands test the water can also work to a big brand's advantage. Coming second can give a brand the chance to 'understand the mistakes of its predcessor and find a new angle', says Shaw.
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The Financial Times, 26 June 2006
Letter to the Editor:
'Favourite' did not make BA a success
Sir, Maurice Saatchi's entreaties to brand owners to find one word that their brand can own typifies why advertising agencies are not taken seriously.
Having worked at Lord Saatchi's original agency we were taught the importance of the single-minded proposition; ie, an advertisement should try to deliver only one key message. This is great for advertising, but to suggest that "one word equity" is a new business model is laughable. Brands are multi-faceted equities which are built up over time.
British Airways was a success because a great service was created by talented and hard-working people on the back of a great deal of investment, not because a copywriter came up with a tag line containing the word "favourite".
Peter Shaw, managing director, Brand Catalyst
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Marketing magazine, 24 May 2006
Letters: Heed target audience, not the mass market
The most telling finding of the survey into Britain's most loved and hated brands is that the marketing community is still obsessed with the mass market.
What use to us is it that 32% love Google and 21% hate Pot Noodle, or that more people love Dell than Apple? Great marketing is about understanding what your particular target audience wants and delivering against that. What anyone else thinks is irrelevant.
Peter Shaw, managing director, Brand Catalyst
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BBC Five Live, Thursday 18 May 2006
Programme: Simon Mayo
Following the news that the company marketing the World Cup mascot, Golia the Lion, has gone bust, Peter Shaw, managing director of Brand Catalyst was asked by Pauline McCall how to ensure a mascot is successful.
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BBC News 24, Wednesday 17 May 2006
Report on Sainsbury's Active Kids by Sarah Pennells
This report looked at the success of Sainsbury's Active Kids programme in raising £17m for sports equipment for schools. Peter Shaw, managing director of Brand Catalyst was asked by Sarah Pennells if there were any potential down sides for Sainsbury's to consider. Shaw emphasised the need for Sainsbury's to steer a careful path between concerns that the Government is putting insufficient cash into school sports and the cynicism of those who might see this as a short term marketing tactic. Shaw said that such activity needs to be recognised as a long term commitment to the communit. Pulling out of community schemes after a short time can cause more reputational damage than the original benefit.
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Marketing Week 4 May 2006
Analysis: The word on the street is Sunkissed
By Barney Stokes
Nivea tries a US-style approach to word-of-mouth marketing for the launch of its new moisturiser.
Extract:
Peter Shaw, managing director of consultancy Brand Catalyst, has reservations regarding the effectiveness of hiring consumer teams to openly identify themselves as being employed by Nivea. He also questions the wisdom of using just eight people to cover vast areas. "If they were really serious about this, they'd be using 2,000 people around the UK," he says. "I'm not sure something on such a small scale is really going to make much impact."
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BBC Radio Four, Thursday 13 April 2006
Programme: You and Yours
Anheuser Busch the owners of Budweiser and sponsor of the World Cup has reached agreement with the Czech owners of Budweiser Budvar that it can use the Bud name, but not Budweiser at the tournament. Peter Shaw, managing director of Brand Catalyst was asked by Sheila McKenna about the implications for consumers in such disputes between owners of very similar marks.
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BBC Radio Five Live, Tuesday 11 April 2006
Programme: Anita Anand
On the 400th anniversary of the creation of the Union Flag, Anita Anand and Simon Jack asked Peter Shaw, managing director of Brand Catalyst about the value of the Union Flag as a brand mark.
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Marketing Week 6 April 2006
Avon's new calling
By Barney Stokes
Cosmetics brand Avon may have a quaint image but it has ambitions to raise its global profile while keeping the human touch.
Extract:
For industry observers, Avon's success highlights just how effective its direct-selling business model is... "Avon is one of those brands that's traditionally been passed on by friends of friends," says Peter Shaw, managing director of branding consultancy Brand Catalyst. "You interact with the people you're buying with and buy on trust." Shaw adds: "The irony is that 20 years ago, when everyone was into mass marketing, this kind of relationship would have been looked down on. Now companies like P&G and L'Oreal are desperately trying to engender the kind of one-to-one relationship that Avon has always had."
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