How should brands respond to the Covid crisis?
“How should we change our media spend and marketing strategy during the current crisis?” is a question most companies are asking themselves at the moment. A huge 67% of US brands and agencies are [...]
In Brand Vision, Positioning & Purpose, Brand-led business, Distinctive products & services, Leadership & performance, Social mission
Posted Alila hotels: bottling the magic of a truly distinctive service brand
Post by Remona Duquense, Managing Partner for South East Asia. Luxury boutique hospitality business Alila is one my favourite examples of a distinctive service brand. And I was lucky enough to [...]
Danone’s distinctive innovation taps into local culture
Post by Bety Martinez, brandgym Partner based in Mexico City. Breaking through the stream of new products launched every month is a tough challenge. Danone’s new line of [...]
Corona Protect Paradise: BRAND social responsibility in action
Last week I stocked up on Corona for a gathering at home organised by one of my daughters, Chloé. And whilst putting the beers in the fridge, I noticed an on-pack promotion: Plastic Doesn’t [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Brand-led business, Distinctive products & services, Social mission
Posted Bringing to life a vision: ’Housing Britain’ by the Prince’s Foundation’s
Today I found inspiration on bringing to life a brand vision from an unusual source: Housing Britain: A Call to Action from The Prince’s Foundation, whose leader is Prince Charles (1). The report [...]
HAS Gillette’s social stand helped them grow? The CEO’s story
I hoped that last night’s British Brands Group lecture by Gillette CEO Gary Coombe would help answer the question from my January 19 post : Will Gillette’s ‘brand purpose’ [...]
Will Gillette’s ‘brand purpose’ film get them growing again? (UPDATED)
Is Gillette’s new ‘brand purpose’ film, We Believe, “The worst marketing move of the whole year,” as Mark Ritson suggests (1), or an inspired bit of [...]
By David Taylor
Posted We Transfer: to grow the core, less is more
We Transfer’s co-founder and President Damian Bradfield explained in a recent Times article (1) how he and his team have built a successful brand by focusing on being brilliant at ONE [...]
Building a true business-to-business brand: Technogym
Using a Technogym machine at the gym today got me thinking about what a good job this company have done in building a true business-to-business brand, especially given the competitive market [...]
Even social brands should lead with WHAT, not just WHY
I suggested in a recent post that the WHAT (creating a brilliant product/service) is just as important as the WHY (mission/purpose) for brands. This post looks at how this approach works even for [...]