thebrandgym

This week's earlier post looked at being a leader brand in a segment, with the example of Kettle Chips in premium crisps. Another good example is recent news coverage of…

In this second post on topics from the new brandgym book we look at gaining leadership in a segment, rather than the total market. We illustrate this with the example…

The latest bit of cartoon genius from Tom Fishburne covers pack design, and the tendency of companies to create bland not brand-led packaging. Many brands still copy the codes of…

This is the first of a series of posts leading up to the new brandgym book launch on April 26. You can pre-order here. The book is focused on how…

General Motors recently announced that it is killing off the Hummer brand, after a sale to China’s Sichuan Tengzhong company fell through. The company did manage to find a buyer…

"Sub-brand": one of the most mis-used and misunderstood terms in branding. According to this article in Marketing, HSBC bank are the latest to have a go at it: "HSBC is…

Fascinating interview in BA's magazine Business Life with the CEO of Mont Blanc, Lutz Bethge. The company seems to be doing pretty well, with Antoine Colonna, luxury goods analyst at…

With help from guest blogger, David Nichols, Head of Invention at the brandgymCosta Coffee is giving global leader Starbucks a good run for their money, having a 15.7% share of…

Just a quick post to say thanks for the amazing response to the offer of advance copies of the new brandgym book, and for the encouraging feedback on the blog.…

Getting excited, like an expectant new dad, about the launch of our 7th book. Its an updated and expanded edition of the brandgym, and focuses on how to gain and…