Distinctive communication

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 [...]

Participants on the Mastering Brand Growth program often ask about how to grow small brands with limited marketing budgets. For such ‘challenger brands’, the key is to drive [...]

The power of sonic branding came to life for me last night during an ad break in Love Island (with three daughters in their early 20’s, essential viewing to understand most of the [...]

If you’re a marketer, you probably think you’re good at writing creative briefs: 80% of clients said they were in research (1). However, only 10% of agencies believe their clients are [...]

Brand teams try many things to get PR coverage including events, stunts and pop-up stores. But best of all in my book is ‘product-led PR’, where talkabilty is ‘baked in’ [...]

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 [...]

Hot on the heels of last week’s post on brand assets, here’s a post from Group Managing Partner David Nichols on a brand that definitely HAS treasured and managed its distinctive [...]

Brands spend billions of pounds a year on price promotion. This activity temporarily builds short term sales. However, it has limited long term effects, according to research by Prof Byron Sharp [...]

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 [...]