“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 [...]

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, [...]