Abrdn’s brand ego trip reaches new heights
A few weeks ago I posted here about an example of name change nonsense that gets branding itself a bad name: Standard Life Aberdeen re-christening itself as abrdn. No, its not a typo. That really [...]
Driving distinctiveness: Polestar from Volvo
Post on driving distinctiveness by David Nichols, Group Managing Partner and Head of Invention. I was at the Goodwood festival of Speed at the weekend with my son, ogling all the new cars. And I [...]
By David Taylor
Posted Tech-enabled advertising: Castle Lite’s Cold Tracker
The most satisfying part of my job is seeing brandgym clients achieve their brand and business ambitions in the marketplace. A recent example was seeing the Castle Lite team and their agency [...]
By David Taylor
Posted Making brands truly consumer-centric: perspectives from a disabled marketeer
Post by Bety Martinez, our brilliant brandgym Partner based in Mexico City. This week, I was moved by a report from Interbrand on “The pursuit of the barrier-free brand experience” (1). It is a [...]
Range Extension to Grow the Core: BT Unbreakable WiFi
Broadband internet marketing tends to focus on price deals and claims about download speeds. So, it was refreshing to see an example of consumer-led marketing from BT with their new Hybrid [...]
Brand Portfolio Rationalisation to Currys: “Gear shift, not facelift”
I read with interest the Dixons Carphone group’s planned name change linked to brand portfolio rationalisation. In this post I explore why this change is strategically sound, in contrast to the [...]
Bumble’s CEO shares secrets of successful brand building
On a plane (yes, a plane!) this week I read with interest Whitney Wolfe Herd, founder and CEO of ‘female-first’ dating app Bumble, talking about her secrets of success in GQ (1). And [...]
Fresh consistency in action with Extra gum
The gum brand Extra brightened up my week with their new global campaign We could all use a FRESH start (1). Thanks to Kristen Peelle for the tip-off. “The film is set in a world not too [...]
Strategic stretching: do Warburton’s cakes have the recipe for success?
News of the Warburton’s bread brand launching a new range of cakes grabbed my attention this week (1). Stretching a brand is a risky business, as the subtitle of our book Brand Stretch suggests: [...]
Core brand revitalisation: Formula 1 ‘Drive to Survive’
Formula 1 is a global motorsport bought for $8bn in 2016 by Liberty Media. The new owners knew they would need to make changes to capture new audiences and achieve growth. They set out a desire [...]