“Making a brand asset shine: Veuve Clicquot
A press ad from Veuve Clicquot brightened up my Saturday morning this week (below). The execution is part of the brand’s Hello Sunshine campaign, which launched back in 2022. As a footnote in the [...]
B2B Brands Desperately Need Distinctive Brand Assets
We posted recently about how a mere 15% of brands have truly distinctive brand assets (logos, colours, symbols, slogans etc.). New research shows that business to business (B2B) brands have a [...]
Consistently Activating Brand Assets: Nivea Men x Liverpool FC
Post by David Nichols, Group Managing Partner and Global Head of Invention I saw today that Nivea Northern Europe’s marketing Director, Andrew Rawle, has been selected as one of the ‘Top [...]
New brand development: Hana shows how to be insight-led
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 [...]
Distinctive brand assets: marketers are missing a trick
“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 [...]
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 [...]
Skippable YouTube advertising: does it really work?
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 [...]
Is digital marketing killing brands?
“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 [...]
The “3 Fs”: How fame, fluency and feeling drive brand growth
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 [...]
Hype busters: cutting through the hype about branding today
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 [...]