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 [...]

Getting close to consumers to build ‘consumer intimacy‘ has always been a priority for marketers. And, if anything, this is becoming more important in today’s world where attitudes [...]

Uber has just ditched the dodgy design it introduced in 2016 and gone back to basics with its new logo. This whole exercise has been a monumental waste of time, effort and money that could have [...]

Nike’s new Colin Kaepernick advert* has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, [...]

A reminder of how overcrowded ‘the brand extension graveyard’ is popped into my in-box this week. Thanks to brandgym blog reader Mark James for sharing a CB Insights article (1) with [...]

Royal Enfield (RE) is a great example of a company successfully addressing one of the biggest challenges in marketing: rejuvenating a brand in trouble. Back in 2000, the Indian-based RE motorbike [...]

I got some great brand inspiration from a recent meeting with Huib Van Bockel, founder of natural energy drink Tenzing. He was one of the brandgym’s first clients back in his Unilever days, [...]

We Transfer’s co-founder and President Damian Bradfield explained in a recent Times article (1) how he and his team have built a successful brand by focusing on being brilliant at ONE [...]