Revitalising a brand is a tricky task, requiring a delicate balance of freshness and consistency, especially when the brand in question has 182 years of heritage. Alessandro Bogliolo faced this [...]

A great example of ‘influencer advocacy’ caught my eye this week, in a Linked In post by Unilever’s Aline Santos about Justin Bieber’s social posting on the Popsicle brand. Influencer [...]

Post by Simon Gore, Managing Partner (UK/Global) based in London and Head of Naming & Visual Identity The official James Bond Twitter account revealed that the 25th film in the super-spy [...]

This post looks at how marketers can respond to the ‘innovation squeeze’ introduced in last week’s blog: the dual demands of lower costs AND rapid innovation to drive topline [...]

Our 12th annual research project focuses on the hot topic of innovation. In this first of two posts we look at the relationship between innovation and cost cutting: have big brands focused less [...]

“Whoever said retail was dead ?! It simply needs to evolve,” rightly pointed out Simon Rosenberg, Brompton Bicycle’s Global Head of Retail, when announcing (1) the opening of the brand’s new [...]

Impressive results for the Apple Watch caught my eye this week, with the brand winning a 54% global share of smartwatches in Q1 2019, with sales growing at c. 20% (1). It is four times the size [...]

Last week I stocked up on Corona for a gathering at home organised by one of my daughters, Chloé. And whilst putting the beers in the fridge, I noticed an on-pack promotion: Plastic Doesn’t [...]

Today I found inspiration on bringing to life a brand vision from an unusual source: Housing Britain: A Call to Action from The Prince’s Foundation, whose leader is Prince Charles (1). The report [...]

Simple, memorable catchphrases or ‘mantras’ have played a key role in helping create and cultivate the brandgym’s culture. So I was fascinated to read Tom Roach’s article about how [...]