2017 in review: Rebooting branding for a digital age

As we approach the end of the year, its time to look back and do a quick review of 2017. We’ve done another 100 blog posts this year, posting every week, like we have since the blog started back [...]

Targeting ‘Millennials’ is nonsense: it’s a life-stage, not a segment

‘Millennials’ is one of the most over-used and mis-used buzzwords in marketing today. The term is often used to mistakenly portray people aged c. 25-34 as a homogeneous segment in [...]

Even social brands should lead with WHAT, not just WHY

I suggested in a recent post that the WHAT (creating a brilliant product/service) is just as important as the WHY (mission/purpose) for brands. This post looks at how this approach works even for [...]

How Airbnb use brand purpose to build the business: brandgym book post 3

In this third post inspired by our new book, the brandgym: A Practical Workout to Grow Your Brand in a Digital Age, we look at how to use brand purpose to sell more stuff, using Airbnb as an [...]

TV’s enduring emotional edge vs social media

TV is still the media that best satisfies our human need for emotional connection, according to a fascinating Video Advertising Bureau (VAB) report: ‘Be Still My Viewing Heart’. Advertising on TV [...]