thebrandgym

If only I had £1000 for every time a team has said they want to "Do an innocent" with their brand. These teams all wanted to inject a distinctive personality…

Tom Fishburne puts his finger on a sensitive point in one of his latest cartoons: the rather unsavoury truth behind many big brands claiming to be natural, made with care…

Guest blogger: David Nichols, brandgym Managing Partner and leader of our Invention PracticeI've just run away from the TV. Not something I do often. But the ads I watched from Cobra,…

In the red corner we have Glaceau Vitamin Water, bought by Coke last year for, wait for it, $4.1 billion. In cash.  Founder and CEO J. Darius Bikoff is a…

I always get really, really worried when I read or hear the phrase "we're going to educate our consumers" about our brand. Why? Well, first because we're supposed to be…

On the Brand Fuel Express conference one speaker was arguing the old line about "Forget the product, they're all the same. Its all about emotion". You won't be surprised to…

Julian Metcalfe is one of the brand CEOs I have the most admiration for. He is the founder of Pret a Manger, the sandwich shop. I'll never forget the email…

Tom Fishburne nails another point with another brilliant cartoon. This time his target is the way marketing folk get carried away with the idea of trying to seek salvation in…

Its almost a year that I have been doing the monthly column in The Marketer. This is the mag that goes to the 30,000 members of The CIM (Chartered Institute…

I posted ealier this year on my concerns about innocent launching a new brand called This Water (From the people at innocent). This was in fact a re-launch of innocent's…