thebrandgym

My favourite email of the year so far was the one inviting me to speak about growing the core at this year's Brand Manage Camp in Las Vegas, on 16th…

A new format of innocent smoothies I snapped whilst shopping got me thinking about the role of core brand extension. The bottle is slightly smaller than normal, and sold at…

Tesco has just confirmed its its exit from the US market, with Fresh & Easy's failure costing a hefty billion pounds according to reports here. This led to the first drop in…

To grow your core you need to get things right in store. But the Carr's water biscuit brand has failed to take this on board, based on the story shared…

For the last couple of years it feels like I've been trying to make myself heard at a Justin Bieber concert full of fans screaming "SOCIAL MEDIA, WE LOVE YOU!"…

Will Tesco's purchase of the Giraffe chain of family restaurants for £48.6 million take focus away from the core supermarket business, or help grow it? Let's look at the arguments…

Another bit of genius from marketoonist Tom Fishburne, this one about the potentially fatal effects of "brand complacency". This is especially relevant to brand leaders, who need to constantly work on…

It was great to open the latest edition of Market Leader and discover that our Grow the Core article had been selected as the lead cover story. The article gives…

Will Virgin Atlantic's new marketing approach, with the brand idea of "Flying in the face of ordinary", be enough to stop the business nose-diving and get it growing again? This…

I posted on Skyfall last year, here, saying it was a good example of brand revitalisation. Well, as things have turned out, "good" was a little bit of an under…