Weight Watchers shows risk of name changes as share price drops 36%

The renaming of Weight Watchers’ to ‘WW’ shows the risks of changing brand name. The company lost 300,000 subscribers in the quarter following the September 2018 change, [...]

Mass OR targeted: which marketing is most effective?

Is mass marketing dead, in an age when you can micro-target sub-segments and personalise  your message with online marketing? Or, is mass marketing to reach as many people as possible still the [...]

Why was Audi’s ‘Clowns’ 2018’s most effective ad?

I recently read about Audi and BBH winning the Grand Prix in 2018’s IPA Advertising Effectiveness Awards, for work including their Clowns campaign. What was the secret of their success, I [...]

Will Gillette’s ‘brand purpose’ film get them growing again? (UPDATED)

Is Gillette’s new ‘brand purpose’ film, We Believe, “The worst marketing move of the whole year,” as Mark Ritson suggests (1), or an inspired bit of [...]

Focus on fundamentals in 2019, not shiny new toys

January is the time for bold predictions about how the world of marketing will be revolutionised in the year ahead. But Tom Fishburne’s timely cartoon reminds us of the risks of becoming [...]

Why are big brand companies buying small insurgents?

“If you can’t beat them, buy them!” is an increasingly common approach for big brand companies responding to the threat of small insurgents. In this post we look at the benefits and challenges of [...]

John Lewis’ Xmas ad: a gift that gives less to the brand

Retailer John Lewis has lost its title as undisputed champion of Xmas advertising, according to System 1 research on this year’s ad (1), starring Elton John. The brand only just made the [...]

How did Microsoft get its mojo back?

Microsoft’s market valuation pulled ahead of Apple for the first time since 2010,  confirming how effectively CEO Satya Nadella has revitalised the once ailing company. The share price has [...]

Why is Direct Line’s brand strategy “best-in-class”?

Direct Line is again a well-deserving winner in the IPA Advertising Effectiveness Awards, building on their 2016 success that I posted on here, when I reported on a campaign that built insurance [...]

Building an effective brand character

‘Brand properties’ help build the distinctive memory structure that gets your brand recalled when people are making buying decisions, as we posted on here. And a ‘brand [...]