Brand rejuvenation

Brand stretching, done well, can play a key role in revitalising a brand. One example of this in action is ITV’s new streaming service, ITVX. It launches fully today, replacing ITV Hub. I was [...]

I was interested to see Airbnb’s latest quarterly earnings report this month. In particular, I was curious to see an update on their strategy of re-focusing on brand marketing and reducing [...]

With a global recession on the horizon, you might think that premium brands would be struggling for sales. However, the continued success of the Rolls Royce brand shows that this is not always [...]

How to revitalise a brand which is iconic but has somehow lost its way and is suffering as a result? This was the challenge the BN brand of biscuits faced, when we started working with the team [...]

A pull-out newspaper supplement for luxury watch brand Breitling grabbed my attention this week (see below). The second edition of The Breitling Chronicle covered the re-launch of the Superocean [...]

Back in 2016 I posted on an attempted re-launch of the bodyspray brand Lynx (Axe in most markets), with a campaign idea called Find Your Magic. At the time, I suggested it was a mistake to ditch [...]

As part of a beer brand creation project I’m working on, I was looking today at the Brewdog brand. When I landed on their website I came across one of the best examples I’ve ever seen [...]

I’ve just stepped out of the cinema having watched Top Gun: Maverick with fellow brandgym partner David T. And wow, what a film! As an acrobatic pilot myself (more on that in another [...]

It’s easy to get carried away by the creative brilliance of a one-off, stand-alone campaign. But the most instructive case studies look at long term brand evolution. One such case is the brand [...]

Airbnb reported its strongest ever quarterly results in the 4th quarter of 2021. Revenue of $1.5bn was up 38% vs. 2019. At the same time, sales and marketing spend decreased by 25% (excluding [...]