Brand Strategy Guides, Insights & Innovations

Apr 03 2019

Coravin put ‘B2B2C branding’ on the menu

By David Taylor Distinctive products & services

During dinner at the restaurant Harnett & Holder I saw a brilliant example of what I call ‘B2B2C’ branding: building a brand with business customers to in turn promote the…

Mar 27 2019

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How can Kraft Heinz’s brands bounce back?

By David Taylor Big brands under attack, Brand rejuvenation

The troubles of Kraft Heinz have been well-documented in recent weeks, following the announcement of a $12.6 billion loss for 2018. This included a $15 billion write-down in the value…

Mar 20 2019

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Inside an insurgent: the Gran Luchito story

By David Taylor Big brands under attack, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive packaging & design, Distinctive products & services, Internal engagement

Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big brands, In…

Mar 14 2019

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Brand purpose for business growth: ellaOne

By David Taylor Brand Vision, Positioning & Purpose, Consumer Insight

Post by David Nichols, Group Managing Partner and Head of Brand-led Innovation Many companies we talk to today are interested in brand purpose. The challenge is to ensure that any…

Mar 06 2019

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Weight Watchers shows risk of name changes as share price drops 36%

By David Taylor Brand rejuvenation, Distinctive packaging & design

The renaming of Weight Watchers' to 'WW' shows the risks of changing brand name. The company lost 300,000 subscribers in the quarter following the September 2018 change, followed by a…

Feb 27 2019

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Mass OR targeted: which marketing is most effective?

By David Taylor 'Turbo Charged' Marketing Plans, Distinctive communication

Is mass marketing dead, in an age when you can micro-target sub-segments and personalise your message with online marketing? Or, is mass marketing to reach as many people as possible…

Feb 20 2019

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Why was Audi’s ‘Clowns’ 2018’s most effective ad?

By David Taylor Distinctive communication

I recently read about Audi and BBH winning the Grand Prix in 2018’s IPA Advertising Effectiveness Awards, for work including their Clowns campaign. What was the secret of their success,…

Feb 13 2019

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What can boxing teach us about business?

By David Taylor Leadership & performance

This post by Diego Kerner, Managing Partner for Latin America, is one of our occasional ones which goes a bit "off piste" to look for lessons on brands, business and…

Feb 06 2019

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The power of simply asking “WHY?”

By David Taylor Consumer Insight, Leadership & performance

Post by Anne Charbonneau, Managing Partner based in Amsterdam Asking questions and being a good listener is key to ‘getting under the skin’ of brand and business issues and unlocking…

Jan 30 2019

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If money doesn’t DRIVE people, what does?!

By David Taylor Internal engagement, Leadership & performance

Post by Prasad Narasimhan, Managing Partner based in Bangalore. What really drives and motivates people? We discussed this fascinating question last week at our brandgym global partner retreat. Each of…

THE BLOG

Coravin put ‘B2B2C branding’ on the menu

How can Kraft Heinz’s brands bounce back?

Inside an insurgent: the Gran Luchito story

Brand purpose for business growth: ellaOne

Weight Watchers shows risk of name changes as share price drops 36%

Mass OR targeted: which marketing is most effective?

Why was Audi’s ‘Clowns’ 2018’s most effective ad?

What can boxing teach us about business?

The power of simply asking “WHY?”

If money doesn’t DRIVE people, what does?!

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