THE BLOG

I posted last week about the importance of distribution in the marketing mix and how this may trip up Trident's launch into the UK gum market. I know it ain't…

This week has seen a frenzy of coverage of last Sunday's Superbowl ads. However, thinking about it, isn't this just one huge brand ego-trip? An advertising beauty contest with the…

Would you fancy the job of launching Trident gum into the UK, going head to head with Wrigley's who have a 98% share of the market? Well the bloke who's…

I'm thinking about ideas for promoting a branding book due out in September (also called 'Where's the Sausage?'). Creating a video with viral potential is an obvious  route, and when…

Yesterday I saw the posters for T-Mobile's new service "StreetCheck", which I think is the bravest branding idea I've seen in a long time. If you go into a T-Mobile…

The importance of the person leading a brand was powerfully illustrated by the return of Michael Dell at the helm of troubled PC company Dell last week. The share price…

This is the second snippet from Brand Vision, which is currently Amazon's number 4 book on branding. (Notice the trick of defining your market in such a way that you…

Thanks to Guy Kawaski guest-blogging over at the Brand Strategy Insider for offering a cheaper, quicker way to create a generic mission statement along the lines of "Deliver superior quality…

I've posted before about how brand engagement should be more about what leaders DO and less about what they say. All too often, their actions aren't in line with what…

Over at the Ideas Sandbox, Paul has posted about how TV programmes are introduced with a 30-second "elevator pitch". This pitch grabs you if you're a new viewer, and reminds…