Distinctive packaging & design

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 [...]

I thought I had seen it all when it comes to name change nonsense, with abrdn a recent example I posted on. But then my dad brought to my attention the ‘re-branding’ of Hermes, one of the one of [...]

Distinctive brand assets such as logos, slogans and colours are valuable. So, any change should be carefully considered and managed. Barilla recently announced such a change  with their new [...]

Post by guest brandgym blog contributor Jessica Taylor, sharing real-life insights from her recent experience working as a stylist in Jo Malone’s flagship store on Regent Street, London. Jo [...]

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 [...]

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 [...]

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 [...]

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven ‘workouts’ from our brandgym Academy Mastering Brand Growth Program. I also [...]

The biggest kick I get in my job is seeing a brand strategy come to life in the marketplace with impact to drive distinctiveness. So, I was thrilled to bits when a special delivery of Nix & [...]

The hallway of the Taylor residence has taken on the look of a post office sorting room during lockdown, with piles of packages arriving or being re-packed up ready for return. Most of the online [...]