THE BLOG

Tom Fishburne's latest bit of cartoon genius highlights the risk of trying to become a lifestyle brand. This leads to a focus on "higher order" emotional benefits, or sizzle, without…

I suggest Ryainair's Michael O'Leary is one of the world's most effective "Brand CEOs", after reading an interview with him in Marketing, here. By Brand CEO, I mean a leader who…

Running a "social newsroom" involves "connecting with a collection of consumers making decisions in real time", according to an interesting article in Marketing. But should you have such a newsroom? …

This is the 2nd post about this book by Nike's Stefan Olander, VP of "Digital Sport" for Nike. This post is about universal marketing principles relevant to any business, digital or otherwise. 1.…

I've just finished reading an advance copy of a new book with the snappy title: "YOUTILITY: Why Smart Marketing is about Help not Hype." The premise of the book is…

Being a social media sceptic, I picked up this book by Nike's Stefan Olander with some serious doubts in my mind. However, I found it one of the most inspiring…

Café Rouge is a chain of French-style bistros that I thought was well and truly tired out. The brand had been around for almost 25 years, and looked it. And…

What is the best way to design a brand experience, in order to maximise customer satisfaction? Some answers to this question are given in another excellent paper from Phil Barden…

Look around you today and you will probably notice that quality and speed of execution is often what helps competitors win. This is especially true of those new players who…

I saw this nice bit of brand activation inside Sainsbury's head office the other week. First, is a core range extension of a lasagne kit, with pasta sheets, creamy sauce…