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 [...]

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 [...]