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New brand development can get bogged down in the details of the new product or service, leading to a functionally based marketing mix. A recent brandgyym project for HRA Pharma on Hana, a new [...]

“Which distinctive brand assets should we focus on?” This smart question was asked in a recent brand strategy workshop. Research by IPOS on 2,000+ pieces of video creative can help provide some [...]

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 [...]

Brands invested over $3billion on YouTube advertising in the US alone in 2017, double the 2014 spend (1), with a lot of this spent on ‘pre-roll’ ads. These appear before you watch a YouTube [...]

“Digital marketing has unleashed an obsession with efficiency, trading long-term brand-building for short-term ROI. We’ve put the golden goose in a battery farm of scientific [...]

Fame, fluency and feeling are the three key drivers of brand growth, according to extensive research shared with us by one of our insight agency partners, System 1, at our global brandgym Partner [...]

Each year we do a set of New Year cards as a source of inspiration for our clients and contacts. This year the theme is ‘Hype Busters: Busting the Hype about Branding Today’. Below I [...]

Big consumer brands face many challenges today, including retailer pressure, rising commodity prices and new, smaller ‘insurgent brands’.  Despite these challenges, big brands are not [...]

The media is full of stories about big brands declining and even facing extinction. The dominant narrative is as follows: Big brands are losing out to smaller ‘insurgent brands’ These [...]

It seems I’m one of the only people to dare question the logic in Simon Sinek’s ‘Start with why’ approach to brands and business. So it was refreshing to read someone else [...]