How Bieber boosted Popsicle’s social reach x 12,474

A great example of ‘influencer advocacy’ caught my eye this week, in a Linked In post by Unilever’s Aline Santos about Justin Bieber’s social posting on the Popsicle brand. Influencer [...]

‘Rocketing’ for faster and cheaper ‘innovation: brandgym research part 2

This post looks at how marketers can respond to the ‘innovation squeeze’ introduced in last week’s blog: the dual demands of lower costs AND rapid innovation to drive topline [...]

Innovate faster & cheaper to beat ‘the innovation squeeze’: brandgym research part 1

Our 12th annual research project focuses on the hot topic of innovation. In this first of two posts we look at the relationship between innovation and cost cutting: have big brands focused less [...]

Re-inventing retail: Brompton Bikes 

“Whoever said retail was dead ?! It simply needs to evolve,” rightly pointed out Simon Rosenberg, Brompton Bicycle’s Global Head of Retail, when announcing (1) the opening of the brand’s new [...]

How Apple’s distinctive design dominated the smartwatch market

Impressive results for the Apple Watch caught my eye this week, with the brand winning a 54% global share of smartwatches in Q1 2019, with sales growing at c. 20% (1). It is four times the size [...]

Corona Protect Paradise: BRAND social responsibility in action

Last week I stocked up on Corona for a gathering at home organised by one of my daughters, Chloé. And whilst putting the beers in the fridge, I noticed an on-pack promotion: Plastic Doesn’t [...]

Bringing to life a vision: ’Housing Britain’ by the Prince’s Foundation’s 

Today I found inspiration on bringing to life a brand vision from an unusual source: Housing Britain: A Call to Action from The Prince’s Foundation, whose leader is Prince Charles (1). The report [...]

The method in the mantras: keeping BBH’s culture strong for 37 years

Simple, memorable catchphrases or ‘mantras’ have played a key role in helping create and cultivate the brandgym’s culture. So I was fascinated to read Tom Roach’s article about how [...]

Range extension to drive premiumisation and penetration

Penetration is a key way to drive growth, as shown by the research in How Brands Grow by Byron Sharp. However, How Brands Grow actually addresses volume growth. And while this is important, a [...]

HAS Gillette’s social stand helped them grow? The CEO’s story

I hoped that last night’s British Brands Group lecture by Gillette CEO Gary Coombe would help answer the question from my January 19 post : Will Gillette’s ‘brand purpose’ [...]