Brand Strategy Guides, Insights & Innovations

Nov 01 2006

Dove: the power of product plus emotion

By thebrandgym Uncategorized

Dove have been getting a lot of publicity over the last 12 months for their "Campaign for Real Beauty". The brand has created a Self-Esteem Fund to promote a healthier…

Oct 27 2006

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Product passion at Innocent

By thebrandgym Uncategorized

Just back from talking at the European Food & Beverage Summit, where I saw a truly inspirational presentation by the marketing director of innocent drinks. What a company. They really…

Oct 25 2006

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Moleskine: weaving true stories into the brand

By thebrandgym Uncategorized

Moleskine notebooks have built their business, reputation and growing fan-base purely on the strength of their product, and the story behind it. Below on the left is one used by…

Oct 19 2006

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At an agency briefing near you…

By thebrandgym Uncategorized

Came across this brilliant cartoon on one of Seth Godin's blogs, with the great title "All marketers are liars"! It illustrates what can go horribly wrong when you forget functional…

Oct 16 2006

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Gu ice cream: Product and packaging heaven

By thebrandgym Uncategorized

Dinner last night ended on a high when we tried Gu's new chocolate ice cream. This has to be one of the most original and distinctive product launches of the…

Oct 11 2006

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Harley Davidson:bringing the brand mission to life

By thebrandgym Uncategorized

Many brand visions and missions don't get past a page of Powerpoint and fail to inspire anyone. A good example of how to dramatically bring to life a vision is…

Oct 10 2006

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The power of Pret’s people

By David Taylor Internal engagement

The whole area of "brand engagement" is booming, with companies launching into big and expensive initiatives to help employees "live the brand". However, in my experience many of these are…

Oct 09 2006

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Cutting through the communication clutter

By thebrandgym Uncategorized

Over at Jaffe Juice, a great little exercise to show just how much unclear, undifferentiated communication clutters up TV screens across the world every day:"Today, tonight - or whenever -…

Oct 09 2006

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30 second TV ad. What’s the question?

By thebrandgym Uncategorized

Internet advertising now accounts for over 10% of the UK advertising market, and is set to overtake national press, according to a recent report by the Internet Advertising Bureau (IAB).…

Oct 05 2006

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BBC one’s £1.2 m “re-brand”

By thebrandgym Uncategorized

To help it stand out from the plethora of digital channels fighting for attention in the UK, television channel BBC1 has just spent £1.2 million on eight new "idents": the…

THE BLOG

Dove: the power of product plus emotion

Product passion at Innocent

Moleskine: weaving true stories into the brand

At an agency briefing near you…

Gu ice cream: Product and packaging heaven

Harley Davidson:bringing the brand mission to life

The power of Pret’s people

Cutting through the communication clutter

30 second TV ad. What’s the question?

BBC one’s £1.2 m “re-brand”

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