Brand collaboration & extension in the handset market

When Benjamin Holt and Daniel Best merged their respective companies in 1925, to form The Caterpillar Tractor Co., would either of them have believed that at the beginning of the 21st Century, the Caterpillar brand, would also be used on a range of footwear and subsequently clothing? The leap from tracked diggers & dumper trucks to boots is a remarkable extension of the brand, but it both makes sense and works. It does so, because of the transferable values of the master brand and strong consumer associations with the values of durability and toughness. As a growth strategy, extending a …

“The Gorilla Phenomenon”

Back in September we spotted the Cadbury Dairy Milk "Gorilla" TV advert. Since then it’s been launched and aired in such prime time TV spots as the final episode of Big Brother, during the recent Rugby World Cup and has been running more or less continuously. It has been reported in the press, that Cadbury spent £6.2 million on the advert. Despite this it seems to have made Cadbury Executives smile, as they seem to be delighted with the results. This week, The Mail on Sunday, reported on a internal email that had been leaked to the press. Amongst other …

Should you pursue a “Second Life”?

We recently discovered a legitimate business reason to sign up to Second Life. It’s something we have been meaning to explore for some time, but never managed to find the time. For those of you not familiar with "SL", it is described by its creators, Linden Research Inc, as "an immersive, 3-dimensional social interaction environment. Second Life is not a game. There are no set rules that cause action to happen; there is no goal; and there is no set actions that will change your status or result in a challenge. There are no quests." … so what is the …

A big thank you to our Hosted Exchange provider!

We were horrified last night to receive a text containing those three little words, "Your email’s down!" (Thanks to Andy for the warning!) It transpires that our Hosted Exchange provider (who we will not name and shame, yet) had deleted "light-the-fuse.co.uk" from our account at about 12 noon yesterday, taking down our email system. After numerous calls to customer services, our email and web access was finally restored to a working state at 3 am today. We apologise for any problems this technical glitch caused our clients.

Ladies and Gentlemen, Mr Gene Wang ….

VP Marketing at Hewlett Packard and former CEO of Bitfone. Those that know Gene, should be able to spot him in the video. (This post was not paid for by the "Hillary Clinton For President" campaign)

Getting the right response …

This recent TV advert, made us smile. BUT for all the wrong reasons. It’s a classic example, of the need to have a clear idea of the response you want to generate with your audience, (in this case, "Polaris World properties are good value. Buy one.") and then to work out how to generate this response. After the personal introduction, the President of  Polaris World, proudly proclaims … "5 years ago Spanish property prices were attractive. Today they are not". After this shocking opener, no matter what the President says about "working hard to keep their prices competitive", the audience …

Who’s lunch is it anyway?

During the current announcement session in the Telecoms and IT sectors, Nokia, HTC and HP, all  broke news regarding new products, along with numerous other companies. These three are particularly interesting, as they highlights the growing trend for equipment vendors to compete directly with network operators, by offering their own services. … announced at Nokia’s Go Play event on 29th August. Even before the Nokia announcement was made, Orange were already spoiling the party, over a clash with its own music service. Presumably Orange are taking the same stance with Apple, hence the delay in the long awaited iPhone announcement …

Nokia copies with pride?

At the recent  Nokia Go Play event, when questioned about a  forthcoming user interface and its similarities with the Apple iPhone, Anssi Vanjoki, Executive VP Multimedia at Nokia, responded "if their is something good in the world, we copy with pride". This surprised many and has resulted in some negative comment, most likely as Nokia have always been revered, as the first mobile manufacturer to develop their brand, through a consistent and "easy to use" interface.  What we must remember, is that even though the user interface is the brand, it still must function within some expected norms, that enable …