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Majestic Wine Groups’s plan to ditch the Majestic Wine Warehouse brand, close some stores and migrate the whole business to the Naked Wines brand* got a cold reception from investors, with [...]

During dinner at the restaurant Harnett & Holder I saw a brilliant example of what I call ‘B2B2C’ branding: building a brand with business customers to in turn promote the brand to consumers. [...]

The troubles of Kraft Heinz have been well-documented in recent weeks, following the announcement of a $12.6 billion loss for 2018. This included a $15 billion write-down in the value of its [...]

The renaming of Weight Watchers’ to ‘WW’ shows the risks of changing brand name. The company lost 300,000 subscribers in the quarter following the September 2018 change, [...]

Is mass marketing dead, in an age when you can micro-target sub-segments and personalise  your message with online marketing? Or, is mass marketing to reach as many people as possible still the [...]

I recently read about Audi and BBH winning the Grand Prix in 2018’s IPA Advertising Effectiveness Awards, for work including their Clowns campaign. What was the secret of their success, I [...]

Is Gillette’s new ‘brand purpose’ film, We Believe, “The worst marketing move of the whole year,” as Mark Ritson suggests (1), or an inspired bit of [...]

January is the time for bold predictions about how the world of marketing will be revolutionised in the year ahead. But Tom Fishburne’s timely cartoon reminds us of the risks of becoming [...]

“If you can’t beat them, buy them!” is an increasingly common approach for big brand companies responding to the threat of small insurgents. In this post we look at the benefits and challenges of [...]

Retailer John Lewis has lost its title as undisputed champion of Xmas advertising, according to System 1 research on this year’s ad (1), starring Elton John. The brand only just made the [...]