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 [...]
I read with interest the Dixons Carphone group’s planned name change linked to brand portfolio rationalisation. In this post I explore why this change is strategically sound, in contrast to the [...]
On a plane (yes, a plane!) this week I read with interest Whitney Wolfe Herd, founder and CEO of ‘female-first’ dating app Bumble, talking about her secrets of success in GQ (1). And [...]
The gum brand Extra brightened up my week with their new global campaign We could all use a FRESH start (1). Thanks to Kristen Peelle for the tip-off. “The film is set in a world not too [...]
News of the Warburton’s bread brand launching a new range of cakes grabbed my attention this week (1). Stretching a brand is a risky business, as the subtitle of our book Brand Stretch suggests: [...]
Formula 1 is a global motorsport bought for $8bn in 2016 by Liberty Media. The new owners knew they would need to make changes to capture new audiences and achieve growth. They set out a desire [...]
‘How to Create a Strong Brand for Your Social Enterprise‘ is a short film I recently recorded with Expert Impact (1), as part of their Business Bitesize series. This wonderful organisation [...]
Balancing short-term sales-focused marketing and marketing to build the brand was a topic of hot debate in a recent Mastering Brand Growth programme workshop. I suggested that great marketing can [...]
I thought I’d seen it all when it comes to name change nonsense. But no. The re-naming of Standard Life Aberdeen as abrdn has taken things to a whole new level. Or, should I say, plumbed new [...]
I read with interest today about Amazon’s brand extension plan for a new hair salon in Spitalfields Market, east London (1). Some of Amazon Salon’s service features include: Hair style preview: [...]
Lego is a lockdown winner, with 2020 sales growing +13%, profits up +20% and market share gains achieved in its 12 largest markets (1). But these short term results are the reward for more than a [...]
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