How to create new category like White Claw
Post by Jon Goldstone, Managing Partner, Global and head of brand revitalisation. As I read the Nielsen Bases US Innovation List for 2019 White Claw, a hard seltzer launched in 2017, really stood [...]
Borrow with pride like Visa
Post by David Nichols, Group Managing Partner. VISA’s heartwarming Christmas ad is an interesting example of how to ‘borrow with pride’ when creating marketing [...]
Four problems with brand partnerships and how to fix them
Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming Brand partnerships can create a short-cut to competitive edge. Think of decades of James Bond driving Aston Martins, [...]
By David Taylor
In Brand rejuvenation, Distinctive communication, Distinctive products & services, Driving Distribution, Grow Your Core Business
Posted Tiffany’s brand revitalisation: balancing freshness and consistency
Revitalising a brand is a tricky task, requiring a delicate balance of freshness and consistency, especially when the brand in question has 182 years of heritage. Alessandro Bogliolo faced this [...]
By David Taylor
In 'Turbo Charged' Marketing Plans, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive products & services
Posted How Bieber boosted Popsicle’s social reach x 12,474
A great example of ‘influencer advocacy’ caught my eye this week, in a Linked In post by Unilever’s Aline Santos about Justin Bieber’s social posting on the Popsicle brand. Influencer [...]
Corona Protect Paradise: BRAND social responsibility in action
Last week I stocked up on Corona for a gathering at home organised by one of my daughters, Chloé. And whilst putting the beers in the fridge, I noticed an on-pack promotion: Plastic Doesn’t [...]
The method in the mantras: keeping BBH’s culture strong for 37 years
Simple, memorable catchphrases or ‘mantras’ have played a key role in helping create and cultivate the brandgym’s culture. So I was fascinated to read Tom Roach’s article about how [...]
Building brilliant brand properties: inspiration from the women’s World Cup
Post by Jon Goldstone, Managing Partner (UK/Global) based in London. I’ve really enjoyed the women’s soccer World Cup (even though England just missed out on the final!). The quality of the [...]
By David Taylor
Posted Can Kapten capture share from Uber?
A email inviting me to sign up to a new car-booking called Kapten grabbed my attention this week. Kaptain is one of several new ‘insurgent’ brands launching in London this year looking to steal [...]
Secrets of successful six second ads
Digital video ad spending is exploding and forecast to double by 2022 (1). But 65% of people skip digital video adverts, rising to 84% for mobile video which account for c.45% of digital video ad [...]