Since establishing numberoneson I have more often than not found myself asked to help businesses define their proposition and understand how they can form a differentiated and competitive brand presence in their respective market. This first step has then led to helping a business understand how they can launch that new brand proposition and generate commercial value for their business. Having worked with several diverse local businesses in the last 6 months alone I am left in no doubt that for any size of business it is imperative to spend adequate time establishing a clear brand architecture and a simple strategic framework to help determine and prioritise strategies and tactics.
Durex was already the world’s biggest condom brand and clearly identified ‘better sex’ products as a major growth opportunity. As Head of UK marketing for Durex at the time I was fortunate enough to play a key role in the development of the sub brand Play working collaboratively with major high street UK chemist Boots and Durex Global marketing. Being privy to all stages of brand and product development on such a major brand stretch initiative is a major career highlight and one which presented many great lessons
When I joined Reebok in 2006 the lifestyle side of the business was firmly in the doldrums across Europe. Despite a rich and innovative athletic heritage Reebok Classics had been down traded to the point of not only being massively discounted and used as a loss leader by major sporting goods retailers but also had become something of a neglected aspect of the brand internally – all pride had been lost. Fortunately the leadership team within Reebok Europe had identified this and, alongside a trade clean-up process, were willing to show Reebok Classics some love. I collaborated with Fashion Sales manager, Paul Rutherford, on a strategy to re-launch Reebok into the boutique streetwear, sneaker and fashion stores across Europe. My role was to create a platform for growing distribution by taking Europe’s foremost fashion trade show – ‘Bread & Butter’ - by storm and ensuring that Reebok Classics were seen as a vital ingredient in any seasonal range. 7 shows later Reebok’s fashion business in footwear alone had grown from zero to over €13 million and Reebok’s reputation as a contemporary athletic heritage brand was re-established.