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This year’s brandgym research project looked at the annual marketing planning process (sometimes called ‘brand planning’) and how to make it more effective. First, we wanted to explore [...]

Linked In this week was full of marketers applauding Patagonia for handing the company to a trust tackling climate change. The Chouinard family has split its shareholding between two new [...]

A pull-out newspaper supplement for luxury watch brand Breitling grabbed my attention this week (see below). The second edition of The Breitling Chronicle covered the re-launch of the Superocean [...]

Participants on the Mastering Brand Growth program often ask about how to grow small brands with limited marketing budgets. For such ‘challenger brands’, the key is to drive [...]

I just finished reading a fun and insightful book by comedian John Cleese: Creativity A Short and Cheerful Guide. As you can see from the image below, there are plenty of post-its marking pages [...]

Consumer insight is invaluable to marketers. All iconic brands have been built on strong insights, which continue to liberate brand growth for a long time. Yet, we know how rare great insight is. [...]

I came across a brilliant way of using promotional gifts to build your brand on a recent trip up North to see my mum and dad. At breakfast, my mum put out a couple of cereal bowls on the table [...]

More and more brands seem to be launching what I call LET-OFFs: Limited Edition Tactical OFFers. These new product launches are not serious, strategic stretching initiatives seeking to generate [...]

Back in 2016 I posted on an attempted re-launch of the bodyspray brand Lynx (Axe in most markets), with a campaign idea called Find Your Magic. At the time, I suggested it was a mistake to ditch [...]

A recent stay at The Pig at Harlyn Bay in Cornwall reminded me about the great brand building job done by this boutique hotel collection. The first Pig was opened in 2011 in Brockenhurst in the [...]