Characters: effective but under-used (and mis-used) brand assets

Two examples of brands dropping characters from campaigns grabbed my attention this week. Direct Line killed off the Winston Wolf campaign, a masterclass in using ‘fresh consistency’ to boost [...]

Do crazy Covid times call for new comms campaigns?

The world of brands and marketing has changed and will never be the same again, if you believe headlines in the marketing press. So, you need to chuck out all your marketing campaigns and start [...]

Is all publicity REALLY good publicity: Corona, Burger King and Jif?

“Any publicity is good publicity” is one of the oldest sayings in marketing. And it’s more topical than ever, with many teams desperate to create ‘buzz’ that gets their brands talked about in the [...]

Super Bowl 2020 winners & losers: lessons in effective advertising

So, who won the Super Bowl on Sunday night? No, not the Kansas City Chiefs, that was just the football game. I’m talking about the trophy that really matters: the most effective ad from the [...]

How to create a 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, [...]

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 [...]

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 [...]

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