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 [...]
“Mark Ritson and Byron Sharp both recently said Brand Purpose is ‘Moronic’, ‘Bollocks” and ‘Bulls**t’. How do you feel about that?” This was the provocative question posed during [...]
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 [...]
Post by Diego Kerner, Managing Partner for Latin America and Head of 360º Insight. In last week’s blog, I shared learnings from a recent regional innovation project. Those [...]
Post by Diego Kerner, Managing Partner for Latin America and Head of 360º Insight. I recently finished a challenging regional innovation project for a global Snack company that ended on a high. [...]
A risk for brand leaders is losing touch with the real world, spending too much time in the boardroom or, for the last 15 months, in your home office. I was interested to read how Will Shu, [...]
A few weeks ago I posted here about an example of name change nonsense that gets branding itself a bad name: Standard Life Aberdeen re-christening itself as abrdn. No, its not a typo. That really [...]
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