3 ways sustainability can help SELL MORE STUFF
We posted recently on the importance of rooting brand purpose in your product, not just on sustainability. Product plays a key role in brand purchase for 90% of consumer, with only 10% basing [...]
By David Taylor
Posted Making purpose PAY: new brandgym research (post 2 of 2)
This is the second of two posts sharing insights from our 14th annual research project on brand purpose. We look at how to make brand purpose pay by firmly rooting it on driving business [...]
By David Taylor
In Brand rejuvenation, Brand Vision, Positioning & Purpose, Distinctive communication, Distinctive packaging & design, Leadership & performance, Social mission
Posted The Oatly brand growth story part 1: driving distinctiveness through the mix
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 [...]
By David Taylor
Posted Making brands truly consumer-centric: perspectives from a disabled marketeer
Post by Bety Martinez, our brilliant brandgym Partner based in Mexico City. This week, I was moved by a report from Interbrand on “The pursuit of the barrier-free brand experience” (1). It is a [...]
Brand-led business for social enterprises (purpose, product, properties)
‘How to Create a Strong Brand for Your Social Enterprise‘ is a short film I recently recorded with Expert Impact (1), as part of their Business Bitesize series. This wonderful organisation [...]
By David Taylor
Posted A brand-led business is born: Greenwood
Post by David Nichols, Group Managing Partner and Head of brandgym|Create. We’re always looking out for examples of what we call brand-led business: where the brand drives the whole [...]
By David Taylor
In 'Turbo Charged' Marketing Plans, Brand-led business, Consumer Insight, Covid Crisis, Distinctive communication, Social mission
Posted How Just Eat Keeps Driving Growth
Just Eat, the take-away food delivery group, has grown strongly during our crazy Covid times: 2020 first half revenues of $1.2 billion were up +44% vs. year ago (1). The UK Marketing Director, [...]
By David Taylor
In Brand Vision, Positioning & Purpose, Brand-led business, Consumer Insight, Distinctive communication, Distinctive products & services, Leadership & performance, Social mission
Posted 10 brand building lessons from Gymshark
There’s lots to learn from the brand building success Gymshark. The fitness brand has done a great job on everything from product design to consumer insight and media channel innovation. [...]
Should you take a social stand like Ben & Jerry’s?
Ben & Jerry’s doesn’t just whip up tasty ice cream, it also whips up media storms by campaigning on social issues. The latest controversial Twitter campaign challenged the UK’s home secretary [...]
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 [...]