The blog

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 [...]

Is Sky smart to stretch its brand into the smart TV market? I asked myself this question today, after seeing an ad for the new Sky Glass TV. Sky’s subscription TV offer is built into the [...]

You can’t get a more traditional service than ‘the milkman’ (or milkperson as I guess they should be now called). Milkmen/women drive around delivering milk to your door on a daily basis. I [...]

This week, I read an article in Wallpaper about swimwear brand Vilebrequin celebrating its 50th anniversary with an exclusive collection of swim trunks (1). In a nice touch, each trunk is [...]

The change of Facebook’s company brand name change to Meta hit the headlines last week. In this post, I take a practical look at the good, bad and ugly aspects of the re-branding. What can we [...]

Post by Anne Charbonneau, Managing Partner based in Amsterdam. If you’re a marketer running a brand, you probably think you’re good at writing creative briefs: 80% of clients [...]

Post by Anne Charbonneau, Managing Partner based in Amsterdam Zapp. Getir. Flink. Gorillas … 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 [...]