thebrandgym

The role of marketing is not to "create emotional engagement", "delight customers" or, the flavour of the month, "ignite conversations". Its role is simply to "SMS" = SELL MORE STUFF.…

Ryvita’s new Lunch Packs could be a rare type of brand extension: one that beats the odds (50%+ of extensions fail) and actually creates brand and business growth. What I…

Its tough being in the travel business these days. Leading UK travel agency Thomas Cook reported a loss of almost £400 million last year, announced plans to close 200 stores…

Interesting comments from P&G's branding boss Marc Pritchard, about how brand/agency teams today need to be more reactive and have a "newsroom mentality", to capitalise on the opportunities in today's…

I love Original Source shower gel, especially the mint one. It packs a punch in terms of refreshment, and the packaging really leaps out at you. The brand has managed…

The topic of "consumer-created content" came up again this week, this time on a live project. No surprize, as consumer "enagement", conversations and interaction are all the rage at the…

You might have expected the winner of the best global mobile marketing award to have come from the USA, or maybe the UK. But no, the grand prix went to…

Sodastream is brand that is literally remembering and refreshing what made it famous. And boy, this a brand with fizz in its business. Revenues in 2011 were reported to have…

Back in 2011 I posted on Blackberry's attempts to compete with the likes of the iPhone in the consumer smartphone market, suggesting that this move would fail. I said: "Perhaps…

I do like these innovative posters from Mr Kipling which dispense free samples of cakes at bus stops. You press the button and, hey presto, you get a free cake!…