Brand strategy training is the top priority for marketing capability, according to Gartner’s latest CMO Spend Survey (1), which is great to see. It is also encouraging that CMOs are focused on [...]
Post by Anne Charbonneau, Managing Partner based in Amsterdam Zapp. Getir. Flink. Gorrillas … Amsterdam, where I live, has recently been placarded with posters of these fast delivery grocery [...]
We posted recently on the importance of rooting brand purpose in your product, not just on sustainability. Product plays a key role in brand purchase for 90% of consumer, with only 10% basing [...]
So, have you seen No Time to Die, the new Bond movie? And if so, what did you think?! Whatever your views, James Bond remains a fascinating and inspiring example of brand revitalisation. No Time [...]
Last week, I was lucky enough to be interviewed by Mike Irwin and Simon Daw for their podcast, What I Wish I Knew. I reflected on the learning from 35 years of Making Marketing Pay, with a [...]
“Mark Ritson recently said Brand Purpose is ‘Moronic’, ‘Bollocks” and ‘Bulls**t’. How do you feel about that? And Byron Sharp has also been critical.” This was the provocative [...]
This is the second of two posts sharing insights from our 14th annual research project on brand purpose. We look at how to make brand purpose pay by firmly rooting it on driving business [...]
This is the first of two posts sharing insights from our 14th annual research project on brand purpose. The research used a quantitative survey of 160+ senior marketing professionals across [...]
Most of the press coverage about Oatly exponential growth talks about the highly distinctive, provocative communication urging people to drink Oatly instead of milk to help the environment. And [...]
The Oatly brand growth story is an amazing one. After 20 years of relatively low and stable revenues to 2014, a sleepy Swedish oat milk has transformed itself into a hyper-growth, lifestyle brand [...]
Post by Jon Goldstone, Managing Partner based in London. I must admit I’d never hear of Rimac until I recently read about their new 55/45 joint venture with Porsche: ‘Bugatti Rimac’. I was [...]
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