thebrandgym

The launch of Stella Artois 4% beer is a chilling reminder of how new product launches can fragment a brand, resulting in "brand scizophrenia".The new 4% beer is being advertised…

The new MacBook Pro laptops, revealed last week by Apple, are another demonstration that these guys just love their sausage/product. If you don't believe me, watch CEO Steve Jobs and…

I love what champagne brand Veuve Clicquot have done to rejuvenate their brand over the last 7 years, under the leadership of CEO Cecile Bonnefond. Its a fantastic example of…

I posted a couple of weeks ago on the re-launch of cereal brand Jordans, talking about how the brand was built on a foundation of real truth. This next post…

Pizza Hut's recent name-change makes me wonder what sort of mind-warping toppings they are putting on the pizzas at HQ. The UK company are trialling a name-change from Pizza Hut…

Working recently on brand vision projects for big service brands (Tesco and RSA insurance) has reinforced just how big a challenge it is to work in marketing leadership role in…

Quick update on the post I did last week on innocent's new veg pots. My view was that this brand from fruit smoothies into chilled food would struggle. One of…

We're big fans of growing the core. And we think that more and more companies will be trying to figure out how to do this over the coming months, given…

We started doing research back in July about “Recession-proof branding”. Since then, of course, things have gone from bad to worse to almost apocalyptic.  All the 20 marketing directors we…

We've been lucky enough to work with Tesco this year. What a company. They really are unrivalled in their ability to understand AND act on customer insight. And their action…