Uncategorized1231

This week I've been exploring a fascinating service business called Tough Mudder, prompted by this article in The Times. It's "a 12-mile course through which participants run, climb, crawl and…

We've just published our 9th annual research paper: Stretch from the Core. We looked at the opportunities and challenges of stretching brands into new categories, including the importance of having a…

The return on investing time and budget from crafting your TV communication was discussed last week in Marketing by Phil Rumbol, of agency 101. He discussed what he learnt from…

Mission statements are "a load of nonsense that neither the staff or customers care about", according to a small majority in the poll below from Marketing. This was part of…

I was one of several million people screaming from my sofa last Saturday, as Japan's "Brave Blossoms" (13th in world) beat South Africa's  Springboks (3rd in world) 34-32 in the Rugby world…

A key part of our business model is creating time and energy for brandgym partners to pursue their personal passions. How? We have only senior partners, each running their own…

Great to see strategy consultants Bain banging the drum for growing the core in a recent article here, urging companies to focus on keeping existing "hero products" fit and even turn them…

Provoking strong emotions with "visceral content is all that counts in today's attention-starved world", according to an article in Marketing by Rob Mansfield, group digital content manager at Age UK. I…

I was intrigued by reports here that insurance comparison site Go Compare has brought back its opera singing spokesperson, Gio Compario, in a series of ads to promote cheaper energy suppliers and insurance  Having played a…

The enduring power of TV advertising was trumpeted by Paddy Power's CMO, Gav Thomson, is a recent column in Marketing. "I'm not one of those doomsayers who loudly proclaims the death of…