Mark Ritson misses the mark on Liquid Death, but rightly champions product
Mark Ritson sparked debate this week by dismissing the Liquid Death brand as being of “minuscule size“, “built from packaging and promotion, and little else“. His more [...]
Mark Ritson sparked debate this week by dismissing the Liquid Death brand as being of “minuscule size“, “built from packaging and promotion, and little else“. His more [...]
A controversial change to a leading English rugby club’s visual identity hit the new headlines last week. This shows how distinctive brand assets (DBAs) are a hot topic for all types of [...]
Two years ago, I posted on Lynx’s revitalisation using a revamped version of their original brand idea: The NEW Lynx* Effect. I suggested this was a better way forward than an earlier 2016 [...]
Sports sponsorship is expensive. To get the best return on your investment, you need to go beyond what we call “logo slapping”: simply adding your logo to a film featuring footage of [...]
I recently read an article (1) about the Coors Light’s “blue mountain” colour changing cans. Mountains on the can turn blue when the beer reaches an optimal cold temperature, [...]
Back in 2016, the first brandgym blog post kicked off a campaign to “build brands on substance, not spin”. This was also the subtitle for our book Where’s the Sausage, published around the [...]
Jingles have fallen out of favour in many marketing circles, according to brandgym partner agency Distinctive BAT. In his fascinating article on the topic (1), Cathal Gillen suggests the decline [...]
Post by Prasad Narasimhan, Managing Partner for South East Asia based in Bangalore, exploring some of the challenges of building and maintaining brand trust. Trust is a central pillar of any [...]
In this off-piste post, Group Managing Partner and Head of Invention David Nichols shares learning on creativity from his personal passion: acrobatic flying! I have just climbed out of my plane [...]
Post by Charlotte White, Managing Partner based in New York. We questioned whether Gatorade’s stretch to Unflavoured Water was “Dumb or Genius” in a recent brandgym blog. Time [...]
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