Forget ‘the new normal’. The ABCD of marketing during ‘NO NORMAL’

“Will Covid-19 change everything or nothing for brands?” we asked back in May in this post. Four months on and real-life has, of course, ended up somewhere between these two extremes. There have [...]

10 lessons from Gymshark’s billion dollar brand building

There’s lots to learn from the growth of fitness brand Gymshark, covering everything from product design to consumer insight and media channel innovation. The company has come a long way [...]

Should you take a social stand like Ben & Jerry’s?

Ben & Jerry’s doesn’t just whip up tasty ice cream, it also whips up media storms by campaigning on social issues. The latest controversial Twitter campaign challenged the UK’s home secretary [...]

The power of focusing on strengths, not weaknesses

One of my favourite activities during lockdown was using Gallup’s StrengthsFinder method with all five members of the Taylor family, including Mrs Taylor and my three daughters (aged 18, 18 [...]

‘Bake the brand’ into EVERYTHING you do like Orlebar Brown

The hallway of the Taylor residence has taken on the look of a post office sorting room during lockdown, with piles of packages arriving or being re-packed up ready for return. Most of the online [...]

Bó bank is no bank: the risks of new brand launches

High street banking group RBS’s closure of its new digital bank Bó shows the risks of launching new brands to compete with smaller ‘insurgent’ brands. In this case, RBS was [...]

Characters: effective but under-used (and mis-used) brand assets

Two examples of brands dropping characters from campaigns grabbed my attention this week. Direct Line killed off the Winston Wolf campaign, a masterclass in using ‘fresh consistency’ to boost [...]

How to pivot your brand to save your business

I love reading about small brands ‘pivoting’ to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom [...]

The nonsense of NASA’s logo changes

Post by Bety Martinez, Partner based in Mexico City. NASA successfully launched two astronauts to the International Space Station in SpaceX’s Falcon 9 capsule on May 30th. However, NASA [...]

How has media consumption changed by generation?

I recently came across an interesting graphic illustrating increases in media consumption by lifestage during this period of pandemic-induced social isolation (1), using a Global Web Index study [...]