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In our book ‘Grow the Core’, we systematically explore the various degrees of freedom that a brand can pursue in search of growth, including creating a distinctive service experience. And key to…

Guest post from Anne Charbonneau, Managing Partner for France and Benelux. Brand architecture can be a theoretical and even tortuous process. But it doesn't have to be. Done well, it…

I was interested to read an article about the rejuvenation of ITV* recently in the Times, led by CEO Adam Crozier. It shows how the core principles of growing the…

I read an interesting article in the Times about the importance of failure in ultimately achieving success, written by former England cricket player Mike Atherton. He says "Failure is all around, everywhere you…

Guest post from Prasad Narasimhan, our Managing Partner for Asia, based in Bangalore, India.  Marketers are starting to recognize that distinctiveness is key in driving penetration & hence growth. But what sort…

This is the 4th of our posts on brilliant brand ideas, this one by David Nichols, Managing Partner Global and our head of invention. At $1.5bn, Magnum is the world’s biggest…

Yes dear reader, you are reading the 1,000th brandgymblog post. A big thanks to everyone who has read or subsrcibed to the blog, and to those who have taken time…

Guest post by Prasad Narasimhan, our Managing Partner for Asia who's based in Bangalore. More on Prasad here:  At the brandgym, we advocate that brands dig deep & wide for insight;…

The Metropolitan Opera in New York is a fascinating example of re-defining the core, through the launch of Live in HD: high-definition broadcasts beamed to cinemas. An article in The Times (subscription needed)…

What a difference two years can make. Back in March 2012 I posted on how supermarket chain Morrisons had rejuvenated their core by focusing on communicating their fresh food offering, both…