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This year our 16th annual brandgym research project looks at how to fully harness the potential of distinctive brand assets to drive growth. In this first of two posts, we look at the importance [...]

News of the Hubba Bubba bubblegum brand launching a new range of ice lollies grabbed my attention this week (1). Stretching a brand is a risky business, as the subtitle of our book Brand Stretch [...]

This week, I came across the fascinating story of how The Tyrells brand of upmarket crisps* tackled the tyranny of price promotion. The brand owner, KP Snacks, bravely restored the brand’s [...]

Brands spend many millions of pounds on getting celebrities and influencers to endorse them. How can you maximise the effectiveness of this investment in driving distinctiveness? Cathal Gillen of [...]

What better subject for a summer blog post could there be than rosé wine? I’m certainly looking forward to sipping a glass or more on an upcoming Taylor family holiday to the South of [...]

New research from brandgym partner agency System 1 shows how ‘digging for treasure’ in your brand archive has the potential to pay off. The agency re-tested one of the first ever ads [...]

I’ve written before about the problem of brands “laddering” too high into the emotional stratosphere, losing all touch with the product. But the latest poster campaign from Expedia takes things [...]

Post by David Nichols, Group Managing Partner and Global Head of Invention. Lloyds bank is great example of creating, applying and building distinctive brand assets. I posted here about their [...]

We are often told that we have to choose between communicating the brand or selling the product. A simple one page press advert from the Rimowa brand of luggage shows how it is possible to break [...]

Elon Musk’s decision to kill off the Twitter brand and replace it with ‘X’ grabbed headlines this week. Some called the Twitter rebranding move as brave and visionary. Most saw [...]