A few years ago, we predicted that the skin care business would be driven by packaging and delivery system innovations over the next few years rather than solely by formula and ingredient innovation. Never once did I believe that anything as cool as the SK II Air Touch Foundation product would be introduced.  There are [...]

It’s about time to send some Killer Brand Kudos towards SPLENDA. Splenda introduced into a category of chemicals with a “made from sugar” differentiation, a more natural, or at least less artificial formula in an artificial category without harping on either claim, focusing instead on “made from sugar so it tastes like sugar.” The brand’s [...]

We talk a lot in this blog about strategic consistency and staying on focus.  Now and again we see a brand do something out of character that actually works because it adds emotional dimension and differentiation to its focus rather than confusing its audience. An example was Malcolm Forbes.  His motorcyling exploits and hot air [...]

Just saw a Pamper’s line extension called Cruisers, developed to give extra room for learning to walk without leeking.  Just great.  Pamper’s Cruisers.  Does that set up a compelling expectation? At the same time, consider Rubbermaid’s new line with bottoms designed to stack into both tops and bottoms for easier storage.  Could they have chosen [...]