Social mission

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 [...]

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 [...]

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 [...]

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 [...]

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’ [...]

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 [...]

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 [...]

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 [...]

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 [...]