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 [...]
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 [...]
Post on driving distinctiveness by David Nichols, Group Managing Partner and Head of Invention. I was at the Goodwood festival of Speed at the weekend with my son, ogling all the new cars. And I [...]
The most satisfying part of my job is seeing brandgym clients achieve their brand and business ambitions in the marketplace. A recent example was seeing the Castle Lite team and their agency [...]
Post by Bety Martinez, our brilliant brandgym Partner based in Mexico City. This week, I was moved by a report from Interbrand on “The pursuit of the barrier-free brand experience” (1). It is a [...]
Broadband internet marketing tends to focus on price deals and claims about download speeds. So, it was refreshing to see an example of consumer-led marketing from BT with their new Hybrid [...]
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 [...]
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