The blog

Brand strategy training is the top priority for marketing capability, according to Gartner’s CMO Spend Survey (1), which is great to see. It is also encouraging that CMOs are focused on growing [...]

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 [...]

Hot on the heels of last week’s post on brand assets, here’s a post from Group Managing Partner David Nichols on a brand that definitely HAS treasured and managed its distinctive [...]

Distinctive brand assets such as logos, slogans and colours are valuable. So, any change should be carefully considered and managed. Barilla recently announced such a change  with their new [...]

Brands spend billions of pounds a year on price promotion. This activity temporarily builds short term sales. However, it has limited long term effects, according to research by Prof Byron Sharp [...]

The recent brand stretch of Mr Kipling* from cakes into ice cream caught my attention on Linked In. The new product has been launched exclusively in the Iceland store chain. “Can the Mr Kipling [...]