thebrandgym

Last week I posted on the impact a Brand CEO can have on a business, using P&G, Unilever and Starbucks as examples. Here, I look at some of the possible…

Every year we do a marketing director survey on an important topic. In past years we've covered brand leadership, turbo charging marketing plans and recession-proof branding. This year it may…

I'm a big believer in the power of leadership, especially from what I call a "Brand CEO". This is a leader who doesn't just talk about the brand, they ARE…

Guest post by David Nichols, Managing Partner of the brandgym, and Head of Invention In a blog not too long ago here, I enthused about how far ahead in marketing activation…

Guest post by David Nichols, Managing Partner of the brandgym, and Head of Invention In a world drowned in new technology and overstuffed with audio gadgets, Bose has found a…

One of many risks with sub-branding is subverting your brand and creating to fragmentation, as shown by the example of Budweiser beer, shared with me by Roser from Friesland Foods.…

If you are interested in understanding the science behind why we buy (which you should be), then I recommend "Decoded" by Phil Barden. There are lots of books on this topic,…

Red Bull is one of the most talked about brands in the world, in terms of consumers, but also in terms of marketing folk. There are lessons to learn from…

Regular readers will know I've been a bit of a social media sceptic, especially in terms of the role it can play for most fast moving consumer goods (FMCG) brands.…

Consumer creativity contests are all the rage these days. One that caught my eye was Heineken's global competition to design a new bottle in their "Remix our Future" contest. This made…