A Triumph of brand rejuvenation

The re-launch of Triumph motorcycles is a great example of brand rejuvenation. A surge in bike sales boosted 2016/17 revenues +22% to £499 million, with pre-tax profits growing by almost 50% [...]

A Genie helps the AA Stretch to grow the core

An email from the AA breakdown service grabbed my attention this morning. It was promoting Car Genie, a little device that plugs into you car and lets you know if it spots a fault via an app on [...]

Should you sell direct to consumers and, if so, how?

“Should we sell direct to consumers (D2C)?” asked a consumer product goods (CPG) client in a growth vision workshop this week. Many companies are asking us the same question. And you can see why. [...]

The “3 Fs”: How fame, fluency and feeling drive brand growth

Fame, fluency and feeling are the three key drivers of brand growth, according to extensive research shared with us by one of our insight agency partners, System 1, at our global brandgym Partner [...]

Hype busters: cutting through the hype about branding today

Each year we do a set of New Year cards as a source of inspiration for our clients and contacts. This year the theme is ‘Hype Busters: Busting the Hype about Branding Today’. Below I [...]

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 [...]