You asked me to develop ideas for a new brand strategy. As a reminder, this is the messaging that we use at the moment: “If you want to boil water, you need a kettle. If you need a kettle, you want the Brewmaster. The fast, reliable and affordable way to make the perfect drink.” The positioning is practical, price-conscious and successful. But it is also unexciting. If we want to grow, we need to take a higher share of mind with a different sort of consumer.
This article appeared in the Business section of the print edition under the headline “Sell me this kettle”
From the July 18th 2026 edition
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