Brand Strategy Guides, Insights & Innovations

May 23 2013

Decoded: The Science Behind Why We Buy

By thebrandgym Uncategorized

If you are interested in understanding the science behind why we buy (which you should be), then I recommend "Decoded" by Phil Barden. There are lots of books on this topic,…

May 21 2013

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Lessons from Red Bull’s billionaire founder

By thebrandgym Uncategorized

Red Bull is one of the most talked about brands in the world, in terms of consumers, but also in terms of marketing folk. There are lessons to learn from…

May 15 2013

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Can Slingshot super-power social media for brands?

By thebrandgym Uncategorized

Regular readers will know I've been a bit of a social media sceptic, especially in terms of the role it can play for most fast moving consumer goods (FMCG) brands.…

May 13 2013

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Heineken Ideas Factory: most of us want to consume content, not create it

By thebrandgym Uncategorized

Consumer creativity contests are all the rage these days. One that caught my eye was Heineken's global competition to design a new bottle in their "Remix our Future" contest. This made…

May 08 2013

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brandgym at Brand Manage Camp in Vegas, Sep 16th and 17th

By thebrandgym Uncategorized

My favourite email of the year so far was the one inviting me to speak about growing the core at this year's Brand Manage Camp in Las Vegas, on 16th…

May 07 2013

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Ryvita: upgrading packaging to grow the core

By David Taylor Uncategorized

Thanks to Carol Flint at Ryvita for sharing a great example of how to use packaging to grow the core: new "foil fresh" packs that the brand has just launched.…

Apr 30 2013

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The Burberry trench: “How to focus on your core business for brand success”

By David Taylor Internal engagement

Key to Burberry's doubling of revenue and profit in the last five years has been re-focusing on the iconic, core trenchcoat, according to this HBR interview with CEO Angela Ahrendts. Thanks to…

Apr 25 2013

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“Distribution-led” brand extension

By thebrandgym Uncategorized

A new format of innocent smoothies I snapped whilst shopping got me thinking about the role of core brand extension. The bottle is slightly smaller than normal, and sold at…

Apr 22 2013

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Tesco’s £billion brand ego trip to America

By thebrandgym Uncategorized

Tesco has just confirmed its its exit from the US market, with Fresh & Easy's failure costing a hefty billion pounds according to reports here. This led to the first drop in…

Apr 17 2013

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In store is key to grow the core

By thebrandgym Uncategorized

To grow your core you need to get things right in store. But the Carr's water biscuit brand has failed to take this on board, based on the story shared…

THE BLOG

Decoded: The Science Behind Why We Buy

Lessons from Red Bull’s billionaire founder

Can Slingshot super-power social media for brands?

Heineken Ideas Factory: most of us want to consume content, not create it

brandgym at Brand Manage Camp in Vegas, Sep 16th and 17th

Ryvita: upgrading packaging to grow the core

The Burberry trench: “How to focus on your core business for brand success”

“Distribution-led” brand extension

Tesco’s £billion brand ego trip to America

In store is key to grow the core

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