David McNair

Retailer Case Study: Taking the Sainsbury's brand forward | By David McNair, Brand Director, Sainsbury's Supermarkets

David McNair, brand marketing director at Sainsbury's, says : Ideas and innovation are not the same thing ...in retailing a lot is not genuine NPD but more a case of search and apply..

This search and apply' methodology is widespread.It involves scouring other markets for ideas and new opportunities for old brands, like taking Sainsbury's into financial services, or spotting trends overseas and copying them.Costa Coffee and Coffee Republic's success is based on a well-established formula in the US, for example.

Many marketers in the survey pointed out that whenever they score with a truly big idea, it is no time at all before it is copied or improved upon.Often it is old brands in a category that rejig themselves to profit from the innovation of a competitor.
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David McNair, Sainsbury's

The failure rate is still high.If we have 15 % or 20 % of our products on the shelves after a year we'd be pleased..

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David McNair, Sainsbury's

Brands I wish I'd launched.