This will be a Harvard Business Review case study in a few years time – one on innovation and adding value to a well-established commodity market.
There’s a retail brand in Australia called Smiggle, owned by the Just Group (fashion primarily). They do stationary, erasers, that kind of stuff. Every nine-year old child I know in Australia is addicted to the brand. Very well designed products, great stores, good website and – most interestingly of all perhaps, they leverage colour and smell as part of the brand experience.
I think this is a global brand in the making.