The blog

The Tropicana team are at it again with what looks like a bonkers bit of brand stretching. They recently launched Tropicana Crunch, a cereal made to be consumed with orange juice. The launch was [...]

Are marketers too focused on what is changing in the world? Yes, according to a fascinating post by BBH-Labs entitled ‘Charts that Don’t Change: In Praise of Dull Data.’ [...]

Two years ago I posted on “taking brand strategy virtual”, in response to the first global lockdown. Like many companies, at the brandgym we had to re-invent the way we worked to stay [...]

In an earlier post here I suggested that getting out of your office is a great way to get insight. I looked at examples of leaders from Tesco, Timpsons and Deliveroo who spent time out on the [...]

I’ve just stepped out of the cinema having watched Top Gun: Maverick with fellow brandgym partner David T. And wow, what a film! As an acrobatic pilot myself (more on that in another [...]

It’s easy to get carried away by the creative brilliance of a one-off, stand-alone campaign. But the most instructive case studies look at long term brand evolution. One such case is the brand [...]

Brand teams try many things to get PR coverage including events, stunts and pop-up stores. But best of all in my book is ‘product-led PR’, where talkabilty is ‘baked in’ [...]

This week I’m glued to Prep to Win, a new Amazon Prime series. This ‘fly on the wall’ sports documentary follows Harlequins, the rugby team I’ve supported for 15 years. [...]

Airbnb reported its strongest ever quarterly results in the 4th quarter of 2021. Revenue of $1.5bn was up 38% vs. 2019. At the same time, sales and marketing spend decreased by 25% (excluding [...]

I thought I had seen it all when it comes to name change nonsense, with abrdn a recent example I posted on. But then my dad brought to my attention the ‘re-branding’ of Hermes, one of the one of [...]