thebrandgym

Back in April I posted on the innocent smoothies AGM, and their vision to become "The Earth's favourite little FOOD company". This suggested brand stretching beyond drinks was on the…

A year on from publishing "Where's the Sausage?" (WTS?), a fictional book about the bull**** and buzzwords of branding, and every week brings a real-life example of marketing just as…

Most strong brands are built on a truth: a real and substantial feature or attribute that helps create a point of difference. I've hammered on about how innocent have loads…

Last week saw a first in the music biz: the simultaneous release of a new album, Metallica's Death Magnetic, in its musical form (CD and digital download) AND for the…

The disastrous opening of Heathrow Terminal 5 back in March provoked a frenzy of negative media coverage. Lost bags, canceled flights, malfunctioning lifts... it seemed that everything that could go…

A couple of weeks ago I posted on the power of bringing creative resources in-house, using innocent as an example. innocent already did pack copy, PR and events in-house. Today…

I fell off my chair when I read today the news about Unilever's new CEO. Not only has Unilever hired an outsider as CEO for the first time in its…

One of the ways to survive and thrive in today's tough economic times is to ensure that every bit of your marketing mix is helping sell stuff. And this means…

I posted last week on the vitamin water wars, giving Vitamin Water (Coke) the slight edge over V Water (Pepsi).Well, one category Coke loose on hands down is consumer feedback.…

We're doing quite a bit of work on "Brand Social Responsibility" (BSR), led by our new partner, Anne Charbonneau. BSR takes some of the things that before was done at…