The Magnum Pleasure Store is a rare example of a marketing program that a brand has successfully stuck with for the long term. The pop-up stores have been set up in major European cities each [...]

Post by Bety Martinez, brandgym Partner based in Mexico City. Breaking through the stream of new products launched every month is a tough challenge. Danone’s new line of [...]

So, who won the Super Bowl on Sunday night? No, not the Kansas City Chiefs, that was just the football game. I’m talking about the trophy that really matters: the most effective ad from the [...]

Guest post by Prasad Narasimhan, Managing Partner based in Bangalore India, and a specialist in Brand Experience. They say that a man’s true character only reveals itself in tough times. The same [...]

Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming Coca-Cola’s ‘Signature Mixers’ launch is a bold move that has provoked some debate at the brandgym. Will it be [...]

Purpose is powerful stuff when done well. ‘Psychologists describe it as “the pathway to greater well-being” and doctors have even found that people with purpose in their lives are less prone to [...]

Post by Jon Goldstone, Managing Partner, Global and head of brand revitalisation. As I read the Nielsen Bases US Innovation List for 2019 White Claw, a hard seltzer launched in 2017, really stood [...]

It’s become a brandgym blog tradition to start the year with a classic blog post about New Year resolutions by Diego Kerner, our Managing Partner based in Buenos Aries. In addition to his [...]

Post by Anne Charbonneau, Managing Partner based in Amsterdam. A couple of weeks ago, one of my clients introduced me to COMET, a new player in the meeting room rental market. As we run workshops [...]

Post by David Nichols, Group Managing Partner. VISA’s heartwarming Christmas ad is an interesting example of how to ‘borrow with pride’ when creating marketing [...]