Do “skippable” YouTube ads really work?

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

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 [...]

How can big brands can fight back?

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 [...]

Are big brands really dying?

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 [...]

Start with WHAT, not WHY

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 [...]

Pukka Pies show how to grow the core

It’s great to see the brand strategy coaching work we did for Pukka Pies* last year coming to life, with recent news of a total brand re-launch program. As I explore below, this is a [...]

Bake your brand into every bit of your business, like BA

I saw a lovely example of ‘baking’ the brand into every bit of your business today on a British Airways flight. It was that safety video that every airline has to show. You know, the [...]

Rejuvenate your category, like Generator Hostels

Generator is a great example of a brand rejuvenating a whole category, in this case hostels. My memory of hostels is the pretty basic and functional places I stayed in whilst Inter-railing round [...]