THE BLOG

I got a lovely book last week called Penguin by Design, which traces the evolution of the publishing house's famous book covers from 1935-2005. Reading about the launch of the…

A recent survey on Heinz and other UK soup brands perfectly illustrated the power of growing by building the core business, instead of relying on brand stretch into new markets.In…

Mark Ritson's latest column in Marketing covers Wal-Mart's remarkable success in bucking the credit-crunch blues. The US retailer recently announced an impressive 7.5% increase in sales for the first three…

In today's tough times, the temptation is to throw away years of hard work in creating and implementing a vision for your brand in a desperate chase for sales. Many…

I was lucky enough to recently meet Steve Langan who runs the UK business of insurance company Hiscox, and their marketing globally. I have long admired the way this brand…

This is the second of 2 posts on “recession-proof branding”, based on interviews with 20 marketing directors from top companies across different sectors and markets. The first post focused on…

This is the first of 2 posts on “recession-proof branding”, based on interviews with 20 marketing directors from top companies across different sectors and markets. A pdf version of the…

Here are the latest 4 columns from The Marketer, the monthly magazine of the Chartered Institute of Marketing. These are handy 1-page "though starters" on different topics. - A bird…

Guest blogger: Anne Charbonneau, Managing Partner brandgym NL and FranceIn today's hard times, its a good idea to look beyond your direct competitors. Why not steal a slice of someone…

The launch of Stella Artois 4% beer is a chilling reminder of how new product launches can fragment a brand, resulting in "brand scizophrenia".The new 4% beer is being advertised…