Adding value though packaging: Lurpak’s Butterbox

Post by David Nichols, Group Managing Partner and Head of Invention How do you keep driving profitable growth of a leader brand, bringing in new users and delighting current ones, when it already [...]


Post by Anne Charbonneau, Managing Parter based in Amsterdam. The importance of the online channel has sky-rocketed during the Covid crisis. Tesco reported a 49% jump in online sales (three [...]

The nonsense of NASA’s logo changes

Post by Bety Martinez, Partner based in Mexico City. NASA successfully launched two astronauts to the International Space Station in SpaceX’s Falcon 9 capsule on May 30th. However, NASA [...]

10 tips to harness the power of brand-led design

Post by Simon Gore, Managing Partner and brandgym’s head of Naming & Visual Identity. I’m often asked about how to get the best out of creative teams when working on design and visual [...]

Coca-Cola’s premium Signature Mixers extension: hit or miss?

Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming Coca-Cola’s ‘Signature Mixers’ launch is a bold move that has provoked some debate at the brandgym. Will it be [...]

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 [...]

How can you make your brand as distinctive as Coke?

Post by Simon Gore, Managing Partner and brandgym’s head of Naming & Visual Identity. Reading an article about the history of Coca-Cola’s ‘contour’ bottle led me to thinking about just [...]

The Jolly Hog: sausage & sizzle in action

This week’s post is about a brand that literally combines product ‘sausage’ and emotional ‘sizzle’ to create a compelling proposition. I caught up for breakfast [...]

Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

Over the years, I’ve walked into a number of advertising campaign briefings only to realise halfway through that the company didn’t need advertising, it needed branding. Advertising is only [...]

The power of ‘brand-led’ design

Post by Prasad Narasimhan, Managing Partner based in Bangalore. Design and branding are two disciplines that are core to how brands appeal to consumers. However, the two are often seem to be [...]

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