Uber ditches its dodgy design

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 [...]

Rejuvenating the Royal Enfield brand from the ‘inside-out’

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 [...]

Lessons from a successful start-up: Tenzing

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, [...]

Building a true business-to-business brand: Technogym

Using a Technogym machine at the gym today got me thinking about what a good job this company have done in building a true  business-to-business brand, especially given the competitive market [...]

Tysons Foods turbo-charged growth shows big brands are NOT doomed

The tale of two food companies shows that big consumer goods brands are NOT doomed to decline, despite the negative predictions to this effect in many newspapers and consultancy reports. “Food [...]

Effective corporate brands sell benefits, not values

Only 29% of corporate brands are distinctive compared to their competitive set, according to a global survey by CEB of 1,250 stakeholders from different fields (employees, managers, influencers [...]

Farmdrop: building a brilliant brand-led business

This week I learnt first-hand how Farmdrop has built its business by leading with a brilliant product, supported by a social & ethical mission. The Farmdrop website and mobile app allows [...]

2017 in review: Rebooting branding for a digital age

As we approach the end of the year, its time to look back and do a quick review of 2017. We’ve done another 100 blog posts this year, posting every week, like we have since the blog started back [...]

Sonos: nailing a consumer insight

The poster below from Sonos really grabbed my attention when I was waiting for a tube train this week. Nothing too fancy. Not a higher order, lifestyle-driven piece of communication. And unlikely [...]