thebrandgym

A recent trip to the supermarket to buy fondue cheese reminded me that, even In a world of sexy social media, the good old basics of marketing are still vitally…

Mobile network O2's decision to kill its fledgling healthcare offer, Help at Hand, shows how hard it is to stretch a brand into a new category. This new service, comprising a…

This is the second part of our review of the top blog posts of 2013. 6. Creating replicable brand properties (July) We've been working with marketing teams to help them…

This is the first of two posts that look back at our favourite blog posts of 2013, as a way of closing the year. 1. Why grow the core (Jan…

Pope Francis has just been names Time's Person of the Year, only 10 months in his new role as leader of the world's 1.2 billion Roman Catholics. This prestigious award is…

I found some new angles on the importance of visual brand properties in this Ad Age article by Laura Ries. She calls visual properties such as logos "visual hammers" that…

I enjoyed reading Richard Reed, one of innocent's founders, talking about what he's learnt about business. I met him briefly at the innnocent AGM, and the "I Know" column in…

Four years I posted on "brand stretch madness" from Aston Martin: the over-priced and under-powered Cygnet city car. I predicted it would be a horrible flop, and this has indeed…

I've just finished reading the new book by my INSEAD marketing professor, Niraj Dawar: Tilt: Shifting your strategy downstream from products to customers. You can order it here. At first…

Interesting to see the first Starbucks train leave the station in Switzerland on November 21st on a route running from Geneva Airport to St. Gallen, as reported here.Thanks to German…