Effective corporate brands sell benefits, not values

Only 29% of corporate brands are distinctive compared to their competitive set, according to a global survey by CEB of 1,250 stakeholders from different fields (employees, managers, influencers [...]

Farmdrop: building a brilliant brand-led business

This week I learnt first-hand how Farmdrop has built its business by leading with a brilliant product, supported by a social & ethical mission. The Farmdrop website and mobile app allows [...]

£billion DIY disaster shows perils of re-positioning

This week Australian retailer Wesfarmers offloaded Homebase for a nominal £1 and took a whacking £1.1 billion write-down, just two years after paying £340 million for the the British DIY [...]

Marketers’ misconceptions about media effectiveness

Marketing and ad agency teams over-estimate the effectiveness of social media and online video, and under-estimate the effectiveness of press and radio, according to a recent report from [...]

Britain’s Biggest Brands in £137m turnaround

There’s a lot of doom and gloom about the fate of big brands these days and specifically the threat of smaller, ‘insurgent brands’. So, I was interested to read The [...]

True marketing leaders: following the money, not fads & fashion

“The 7 Deadly Sins of Brand Bureaucracy” was the first article I wrote for Market Leader back in 2002, marking the start of our campaign to cut through the bull***t and buzzwords of branding. In [...]

Breathing new life into old brands: Mini, Sodastream and Hofmeister

“Too often, investors, entrepreneurs and established companies ignore old brands capable of being reborn,” rightly points out Luke Johnson in one of his excellent Sunday Times columns (1). As he [...]

Do “skippable” YouTube ads really work?

Brands invested over $3billion on YouTube ads in the US alone in 2017, double the 2014 spend (1), with a lot of this spent on ‘pre-roll’ ads that appear before you watch a YouTube video. But do [...]

Good, bad and questionable: Santander’s new logo

I read about the updating of Santander’s visual identity today with mixed emotions (1). On the one hand, the company has remembered and refreshed what made the brand famous, avoiding the mistake [...]

The danger of ditching distinctive brand assets: Mr Kipling

The story of Mr Kipling has some great learning about the dangers of ditching distinctive assets. Back in 2014 in a post on the cake brand I warned about “the risk of forgetting what made you [...]