THE BLOG

Here are my criteria for the best brand in the world. The benchmark against which other brands should be compared. This is more multi-dimensional that the tables of the world's…

It was great to see our article as the lead feature of Market Leader, the magazine of the Marketing Society, whose members are 2500 of the top UK marketing folk.…

Interesting brand extension that illustrates the points made in this week's earlier post about following the money. Or not.Here we have Marmite savoury spread launching .... cereal bars. The brand…

This is the third post with tasters from the new brandgym book, out April 26. This one is about the most important principle of the book, and in fact all…

This is the 3rd post on the new book, by my co-author David Nichols, who heads up our Invention practice.Problem 1: Research ≠ InsightMarketers often mistake market research findings –…

This week's earlier post looked at being a leader brand in a segment, with the example of Kettle Chips in premium crisps. Another good example is recent news coverage of…

In this second post on topics from the new brandgym book we look at gaining leadership in a segment, rather than the total market. We illustrate this with the example…

The latest bit of cartoon genius from Tom Fishburne covers pack design, and the tendency of companies to create bland not brand-led packaging. Many brands still copy the codes of…

This is the first of a series of posts leading up to the new brandgym book launch on April 26. You can pre-order here. The book is focused on how…

General Motors recently announced that it is killing off the Hummer brand, after a sale to China’s Sichuan Tengzhong company fell through. The company did manage to find a buyer…