THE BLOG

I often get asked when speaking at conferences about how the brandgym principles of brand-led business apply to big companies but not small ones. "It doesn't work for my small…

In marketing, you know it’s important to be creative, but how do you keep your creative skills sharp?  Last year, with this in mind, I gave myself a creative challenge:…

In last week's blog, here, we discussed how crucial it is for service brands to define & create a strong brand culture. This ensures that the way of going to…

The recent history of Greggs*, the high-street chain of bakery stores, illustrates the choice companies face when responding to shifting consumer needs and competitive threats. (*For non-UK readers, Greggs are…

Being a champion is all about talent, right? The likes of Tiger Woods and David Beckham were born with special gifts that set them apart.  "No" is the answer in…

In our book ‘Grow the Core’, we systematically explore the various degrees of freedom that a brand can pursue in search of growth, including creating a distinctive service experience. And key to…

Guest post from Anne Charbonneau, Managing Partner for France and Benelux. Brand architecture can be a theoretical and even tortuous process. But it doesn't have to be. Done well, it…

I was interested to read an article about the rejuvenation of ITV* recently in the Times, led by CEO Adam Crozier. It shows how the core principles of growing the…

I read an interesting article in the Times about the importance of failure in ultimately achieving success, written by former England cricket player Mike Atherton. He says "Failure is all around, everywhere you…

Guest post from Prasad Narasimhan, our Managing Partner for Asia, based in Bangalore, India.  Marketers are starting to recognize that distinctiveness is key in driving penetration & hence growth. But what sort…