Product-led PR boosts Big Soup from Heinz
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’ [...]
By David Taylor
In Brand rejuvenation, Brand-led business, Distinctive communication, Distinctive products & services
Posted BRAND MARKETING BENEFITS AIRBNB
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 [...]
Fresh Consistency in action: Lloyds Bank’s Black Horse
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 [...]
Brilliant brand activation: Visit Nature by Nature Valley
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 [...]
By David Taylor
Posted Vilebrequin celebrates 50 years of distinctiveness
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 [...]
Why writing better briefs is good for business
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 [...]
Fast delivery brands need to deliver more distinctiveness
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 [...]
By David Taylor
In Brand rejuvenation, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive packaging & design, Leadership & performance, Social mission
Posted The Oatly brand growth story part 1: driving distinctiveness through the mix
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 [...]
By David Taylor
Posted Tech-enabled advertising: Castle Lite’s Cold Tracker
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 [...]
Fresh consistency in action with Extra gum
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 [...]