Distinctive communication

This week, I read an article in Wallpaper about swimwear brand Vilebrequin celebrating its 50th anniversary with an exclusive collection of swim trunks (1). In a nice touch, each trunk is [...]

Post by Anne Charbonneau, Managing Partner based in Amsterdam. If you’re a marketer running a brand, you probably think you’re good at writing creative briefs: 80% of clients [...]

Post by Anne Charbonneau, Managing Partner based in Amsterdam Zapp. Getir. Flink. Gorillas … Amsterdam,  where I live, has recently been placarded with posters of these fast delivery grocery [...]

The Oatly brand growth story is an amazing one. After 20 years of relatively low and stable revenues to 2014, a sleepy Swedish oat milk has transformed itself into a hyper-growth, lifestyle brand [...]

The most satisfying part of my job is seeing brandgym clients achieve their brand and business ambitions in the marketplace. A recent example was seeing the Castle Lite team and their agency [...]

The gum brand Extra brightened up my week with their new global campaign We could all use a FRESH start (1). Thanks to Kristen Peelle for the tip-off. “The film is set in a world not too [...]

Balancing short-term sales-focused marketing and marketing to build the brand was a topic of hot debate in a recent Mastering Brand Growth programme workshop. I suggested that great marketing can [...]

Broadcast TV is dead or at least in terminal decline. Right? This is what you would believe based on many news headlines you read. However, data on UK viewing habits from Thinkbox (1) shows that [...]

I read with interest that Airbnb was launching a new global brand campaign. A holiday is top on my lockdown-liberation wish-list, as I’m sure it is for lots of people. I was hoping for an [...]

Distinctive brand properties (e.g. logos, colors, slogans, mascots) are important to stand out in today’s fast paced and cluttered markets. Building strong brand properties takes years and [...]