thebrandgym

The plight of Microsoft's Zune MP3 player illustrates the problems facing "follower brands". After years of disappointing sales, news emerged this week that Microsoft has finally killed off the Zune…

A few weeks ago I posted on Tropicana's not very premium Premium line extension. Now Fosters beer are up to the same game with Fosters Gold: "4.8% Premium Lager". This…

Guest post from David Nichols, brandgym's head of invention. Here is another brilliant cartoon from our friend and marketoonist Tom Fishburne, this time on Brand Stretch.  Funny, eh. But you…

Tesco's US launch of its Fresh & Easy chain shows the limits of research, and the benefits of in-market trial. The launch, like any major innovation, has been tricky more…

This year sees the 40th anniversary of the Andrex puppy, which has to be one of the strongest if not the strongest of any brand icons. The golden labrador puppy…

If you're like me, you HATE those bloody stupid things on websites that make you type in a load of gobbeledygook to prove you are a human. The one on…

We Transfer is a great example of how emotional "sizzle" can enhance even to even the dullest of products or services, in this case sending big files to people over…

Lots of reasons are given for brand growth. At the moment social media all the rage. So, many brand consultants take a successful brand and their social media acivity and…

Nice post from Byron Sharp suggesting that social media is yet to be proven as a viable advertising medium. He recommends that we "Use social media as research (into media),…

The key to effective marketing is creating "mental availability": being "recalled and relevant" at the moment of truth when when people choose what to buy. The following poster I saw…