thebrandgym

This pack of new Baco EasyCut cling film found on my latest shopping trip shows how innovation doesn't have to be "big I" innovation: revolutionary, discontinuous iPad-like change.  Growth comes not…

What, if anything, can you learn about brand building from Lady Gaga? Below I look at this question in this 3rd post from Brand Manage Camp 2013, based on a talk…

When looking for new business ideas, it can help to BE the consumer, rather than trying to understand the consumer. This approach worked well for James Lohan and Tamara Heber-Percy,…

Why is it that some branded content goes "viral", whilst other content doesn't? Johna Berger shared ideas about this at Brand Manage Camp 2013, based on his research at Wharton on the…

I'm travelling back from Brand Manage Camp 2013 in Las Vegas, which has been a brilliant couple of days; definitely a cut above other marketing conferences I've attended. I have about…

Eight interesting lessons on leadership from Sir Alex Ferguson have been published in the HBR here, and a summary on Linked In, here. Harvard Prof Anita Elberse worked closely with Sir Alex to examine…

Yahoo is the latest brand guilty of wasting time and money on changing its logo. This just the sort of thing that reinforces the mis-perception that branding is about logos,…

Tom Fishburne's latest bit of cartoon genius highlights the risk of trying to become a lifestyle brand. This leads to a focus on "higher order" emotional benefits, or sizzle, without…

I suggest Ryainair's Michael O'Leary is one of the world's most effective "Brand CEOs", after reading an interview with him in Marketing, here. By Brand CEO, I mean a leader who…

Running a "social newsroom" involves "connecting with a collection of consumers making decisions in real time", according to an interesting article in Marketing. But should you have such a newsroom? …