I wasn't surprised at all to read in Marketing Week that Danone UK is planning to put the gun to the head of its V energy drink and put it…
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I got in the post today a magazine from Nespresso, and it got me thinking about what an amazing brand growth story this is: heading for 1 billion Euros in…
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Hot on the heals of last week's post on the articles we had published in Market Leader, here's another one. Bit like London buses and police-men... you wait for ages…
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Danone's transformation over the last 10 years is nothing short of remarkable. The latest and perhaps most significant episodes in this story is coming to a close now. They are…
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When I was in Waterloo station this week I saw a series of huge posters celebrating the 10th anniversary of the musical Chicago in London's West End. Each poster features…
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The highlight of my blogging to date is by a country mile the invite from Dan, creative director of innocent, to have a chat about my recent post ("Is innocent…
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I've been meaning to write this post for ages, so here we go. It draws on the research done for the brand stretch book (blatant plug: the only book in…
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The whole area of "brand engagement" is booming, with companies launching into big and expensive initiatives to help employees "live the brand". However, in my experience many of these are…
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After a recent post on brand stretch saying that new brand should be a last resort, I had a good challenge from Scott Miller of Gamematters. His point was that…
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One of most misunderstood and mis-used bits of branding is the "sub-brand", and there are very few examples where this has been done successfully. The theory: by using a "brand-like"…
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