Jellycat’s Elevation Strategy: Brand Masterstroke, or Brand Misstep?
Jellycat’s cult status as a plush toy brand is under scrutiny after recent reports of pulling from independent shops. In this blog, Andrew Wiseman explores the brand’s “elevation strategy,” what it risks by sidelining small retailers—and how smart research could help them avoid a backlash.
How did trailblazer Graze lose its brand health?
Graze was once the go-to brand for health-conscious snackers. But in a fast-evolving market, it’s now reportedly up for sale. In this blog, Mustard’s Richard Lomax unpacks why first-mover advantage isn’t enough — and how research can help brands avoid the same fate.