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Brand launches


Key reading

Brand launch

Launching a brand

Best Practice paper arguing that, because brand launches can be expensive and risky, brand managers need to undertake careful research and execute a strategic launch plan in order to be successful. The paper includes discussion of the three-step stairway to a successful brand launch.
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How success stories from the past can inspire future innovation

This review of product launches investigates the key underlying factors for product innovation success.

The value of advertising a launch

Why the quality of launch advertising can affect the development of both brand awareness and trial.

Patterns of success and failure

This study examines the performance of successful and failing new brand extensions.

What we know about building brands 

This article provides marketers with guidance on building brands, including a section on launches.




Latest case studies

Heineken Ireland: Orchard Thieves Launch

This case study explores how Heineken Ireland launched a new cider, Orchard Thieves, with the hashtag #BeBold, a series of online and offline efforts that put 1.1 million drinks into Irish hands: over a third of the population.

HTC VIVE: Virtually Dead

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

AMF Fastigheter: Urban Escape - the Rooftop experience

This case study describes how the property company AMF Fastigheter in Stockholm attracted tenants for the 62 000 m2 Urban Escape offices and justified some of the city's highest fees with the help of a pair of virtual reality goggles and a free app.

Philips Air Purifiers: Bringing air pollution closer to people's lives

This case study shows how Philips, an electronic appliances brand, grew its air purifiers market share by making air pollution a personal issue.

Latest articles

OnePlus: Inside/Out: The world's first product launch in VR

This case study explains how OnePlus, a Chinese smartphone manufacturer, created a VR experience to launch a new phone.

Six ways to kill a brand – and how to avoid them

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

How Plzeňský Prazdroj launched cider in a beer-saturated market

This event report discusses how the Czech brewery, Plzeňský Prazdroj, found a gap in the otherwise saturated long drinks market, launching a cider to appeal to the fifth of drinkers who do not opt for beer.

How food brands can ensure their products launch successfully

This article looks at what brands in the FMCG sector can do to ensure that new products are launched successfully, ensuring the right basis for future innovation.

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