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Tag: Brand Strategy

Business Insight

Tough Mudder and Spartan: From Obstacle-Race Rivals to a Global Endurance Platform

·39 min read

Tough Mudder and Spartan transformed obstacle racing into a global fitness industry before financial collapse, acquisition and the COVID-19 pandemic threatened their future. This extensive case study examines their origins, contrasting brand strategies, event economics, safety risks, growing DEKA portfolio and competition from HYROX, before assessing whether the combined organisation can become a sustainable global endurance platform.

Business Insight

LEGO: The Brick That Became a Global System of Play

·37 min read

From a small Danish carpenter’s workshop to the world’s most powerful toy brand, LEGO has built a global business around one brilliantly simple system of play. This detailed case study examines LEGO’s history, near-collapse, remarkable turnaround, licensing strategy, adult market, digital expansion and the opportunities and risks likely to shape its future.

Business Insight

Gymshark: From Bedroom Brand to Global Fitness Challenger

·30 min read

Gymshark is one of the most important British consumer brand stories of the last twenty years. It began in 2012 with Ben Francis, then a 19-year-old student from the Midlands, selling fitness supplements online and making gym clothing with a sewing machine and screen printer. It grew through bodybuilding culture, social media, influencer partnerships, community events, online drops and a direct-to-consumer model that allowed it to build a global brand without the traditional machinery of retail stores, wholesalers and mass advertising.

News

Lloyds’ decision to scrap Halifax shows the cost of simplifying a historic brand

·8 min read

Lloyds Banking Group will phase out the Halifax brand after more than 170 years, with Halifax accounts and branches gradually moving under the Lloyds name from 2027. The bank says customers will keep their account details and there will be no role reductions linked to the announcement, but the decision raises wider questions about brand heritage, local identity and the shift towards simpler, digitally driven banking.

News

KFC Rebrand Puts the Bucket at the Centre of Its Global Growth Push

·9 min read

KFC has launched a major global brand refresh with JKR, putting its famous bucket at the centre of a wider push into boneless chicken, sauces, drinks, digital ordering and more experience-led restaurants. The update is designed to modernise the brand without losing the Colonel, but it also comes as competition in the fast-food chicken market intensifies.