Bulldog - Opening the gate: the power of brand in magnifying sales response

Cameron Saunders and Dominic O’Kane

Bulldog was founded in 2000 as a new sort of broadband company, offering higher speed broadband at lower cost than BT.
Agency: WCRSAuthors: Cameron Saunders and Dominic O’Kane

Bulldog – Opening the gate: the power of brand in magnifying sales response

“In a matter of weeks this campaign helped transform the success of our business, enabling us to simultaneously reduce on-going media expenditure whilst our sales stormed ahead of our demanding targets.”

Andrew Morley, Managing Director, Bulldog

1. SUMMARY

This paper demonstrates the extraordinary power of brand advertising to transform market success in a cluttered category.

As a relatively late entrant into the rapidly maturing broadband category, Bulldog was involved in a costly 'land grab,' investing purely in...

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