10 tips for effective brand names
Post by Simon Gore, our new Managing Partner and Head of Brand Identity & Naming, based in London. Choice of brand name is one of the most significant decisions taken during brand [...]
How to get retail customer support for growing the core?
“We know we should grow the core. But our sales force and retail customers demand innovation and new products to give us support!” This challenge was shared during a workshop I [...]
In Big brands under attack, Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive packaging & design, Distinctive products & services, Internal engagement
Posted Inside an insurgent: the Gran Luchito story
Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big [...]
Weight Watchers shows risk of name changes as share price drops 36%
The renaming of Weight Watchers’ to ‘WW’ shows the risks of changing brand name. The company lost 300,000 subscribers in the quarter following the September 2018 change, [...]
3 Black Friday brands benefiting from ‘Fresh Consistency’
Post by David Nichols, Group Managing Partner and Head of Invention This Black Friday weekend I saw several brands reaping the benefits of ‘fresh consistency’: remembering what made [...]
By David Taylor
Posted Building an effective brand character
‘Brand properties’ help build the distinctive memory structure that gets your brand recalled when people are making buying decisions, as we posted on here. And a ‘brand [...]
By David Taylor
Posted Distinctiveness vs. differentiation: who is right?!
Mark Ritson added fuel to the fire of debate about distinctiveness versus differentiation in a recent column (1). “There is a worrying trend to favour distinctiveness over [...]
Uber ditches its dodgy design
Uber has just ditched the dodgy design it introduced in 2016 and gone back to basics with its new logo. This whole exercise has been a monumental waste of time, effort and money that could have [...]
By David Taylor
In Distinctive communication, Distinctive packaging & design, Distinctive products & services, Driving Distribution
Posted Why big brands win in eCommerce retail, not small ones
Big brands are the knock-out winners in a recent eBrand ranking (1) of performance in UK online retailers, despite the popular view that big brands are losing out to smaller, more digitally savvy [...]
Good, bad and questionable: Santander’s new logo
I read about the updating of Santander’s visual identity today with mixed emotions (1). On the one hand, the company has remembered and refreshed what made the brand famous, avoiding the mistake [...]