Post by David Nichols, Group Managing Partner and Head of Invention This Black Friday weekend I saw several brands reaping the benefits of ‘fresh consistency’: remembering what made [...]

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 [...]

‘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 [...]

“Focusing on driving loyalty with existing customers is the best way to grow, right?” asked the CMO of a major retail client this week. “Analysis shows that if we get loyal [...]

Mark Ritson added fuel to the fire of debate about distinctiveness versus differentiation in a recent column (1). “There is a worrying trend to favour distinctiveness over [...]

[Post by Anne Charbonneau, Managing Partner based in Amsterdam] At my local Dutch supermarket yesterday, I stared in utter confusion at the shelf of soya drinks, faced with explosion of possible [...]

In this final post on ‘big brands under attack’, we propose how big brands are fighting back, covering both brand strategy and operating model. In a previous post here we showed how [...]

Brand architecture can be a theoretical and over-intellectual process that takes place in a conceptual vacuum, divorced from business reality. One resulting problem is brand proliferation, where [...]

Headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’; some articles go as far as predicting the demise of big brands altogether. Big brands [...]

The headlines today are full of stories about big brands losing out to smaller, fast growing ‘insurgent brands’, such as Halo Top ice cream, Skinny Pop popcorn and Dollar Shave Club. In [...]