thebrandgym

Coca-Cola will promote all four of its key drinks under a new "one brand strategy" from May. This is "The biggest change ever to Coke's marketing," according to Jon Woods,…

This is the first of a series of posts where I profile some of the "Madtech" (marketing & advertising technology) companies I am investing in through the Collider program*. Today…

Its very early days, but there are some signs that Tesco's re-focusing on the core, led by new CEO Dave Lewis, is starting to work. The company enjoyed its first rise in…

I first posted on how people buy on "autopilot" back in 2007, here.  Then in 2011 I posted on the work of Professor Byron Sharp on "How brands grow" and…

This is the first on a series of posts about Collider, a "business to brand accelerator" that I'm investing in this year. Here, I look at the potential benefits to…

Disney's new live-action take on Cinderella hits the movie screens in a month's time, and is a great example of brand revitalisation. 1. Revitalise an existing brand Creating a brand…

I was interested to see that Dorset Cereals have done a re-design. It got me scratching my head about whether this would make the brand more distinctive, or less. I'd…

Santander have blown the UK banking market their 123 current account. This has helped them win 1 in 4 of all current account "switchers" since 2013, more than trebbling current…

Hats off to 47 year old Brit Steve Easterbrook, who has just been named as CEO of Mc Donald's. He replaces Don Thompson, who left after two-and-a-half years in the job,…

Developing brand properties out of the customer experience This is first of a series of posts on how to make your customer experience more distinctive, and it looks at the…