thebrandgym

The new poster advert from Quantas, the Australian airline, got me thinking about "reasons to believe": those truths about a product or service on which you can build a positioning.…

This is the last of 3 posts reporting back from the Brand Fuel Express. Here we look at some highlights from the session I ran on Core Brand Renovation. This…

This is the second post from the Brand Fuel Express high-speed branding event, following on from the first one on The Power of Packaging.This one is on another subject I'm…

This is the first of 3 posts on The Brand Fuel Express, the first 24-hour branding event on a high speed train! It covers the brilliant presentation by Lars Wallentin,…

Before I get on with posts about last week's Brand Fuel Express, I have to squeeze in a quick one on the unveiling of the new 3G iPhone. This was…

I'm just back from the inaugural Brand Fuel 24. This innovative new event took place over 24 hours on a high-speed train from Amsterdam to Antwerp and back on 5th…

A great column by Professor Mark Ritson in Marketing last week, taking about the importance of authenticity. Had me nodding my head vigorously from start to end. Here's why: -…

Here's a post on Aston Martin, inspired by an article I read in a French magazine, L'Optimum. The article featured an interview with the CEO, Ulrich Benz, and had several…

Today's post rammed home the pointlessness of promotions used by many big brands. I got £1 worth of coupons off Tropicana Juice and Smoothies. The problem? We get through gallons…

The O2 brand’s bright new 60 second TV ad is an absolute classic example of “sponsored entertainment”. Beautiful shots of teddy bears, frogs and people passing on a message, and…