Turning personal purpose into action

Purpose is powerful stuff when done well. ‘Psychologists describe it as “the pathway to greater well-being” and doctors have even found that people with purpose in their lives are less prone to [...]

Adidas re-focus on marketing EFFECTIVENESS, not efficiency

The global media director of Adidas, Simon Peel, shared some important insights on how the global sports brand is shifting its focus from marketing efficiency to marketing effectiveness in a [...]

Retail revitalisation has Pets at Home sales purring

Pets at Home is bucking the trend for retailers to struggle and even go bust. They have just posted forecast-beating first half results, with a near 19% growth in underlying pre-tax profit and an [...]

Can ‘Brand CEO’ Julian Dunkerton supercharge Superdry?

Julian Dunkerton of Superdry is the latest ‘Brand CEO’ that I’m backing with cold, hard cash. Brand CEOs are leaders who are the living, breathing embodiment of their brands. I first posted on [...]

Castle Lager – World Cup winning brand activation 

I had mixed emotions after last Saturday’s Rugby World Cup (RWC) Final in Japan. I was desperately disappointed by England’s defeat, but delighted that South African Springboks won, given my [...]

The Jolly Hog: sausage & sizzle in action

This week’s post is about a brand that literally combines product ‘sausage’ and emotional ‘sizzle’ to create a compelling proposition. I caught up for breakfast [...]

Tiffany’s brand revitalisation: balancing freshness and consistency

Revitalising a brand is a tricky task, requiring a delicate balance of freshness and consistency, especially when the brand in question has 182 years of heritage. Alessandro Bogliolo faced this [...]

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 [...]