Distinctive communication

“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 [...]

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 [...]

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 [...]

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 [...]

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, [...]

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 [...]

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 [...]

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 [...]

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 [...]

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 [...]