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I posted last December on the "death spiral" of the once great brand, Orange. They have slipped from leading the UK, both in share and image, to be number 4.…

What a day. It started out on a real low. I was given a proposal for a new branding book to read and feed back on. This one was about,…

After a soft-launch last year, its a a full-blown push now for Pepsi's Gatorade Sports drink in the UK. They are attracted by the double digit growth in the energy/sports…

This is the second in a 2-part post on the comms. strategy of Cadbury Dairy Milk chocolate. Last week we looked at the first part of their comms. strategy, which…

I'm intrigued by the comms. strategy of Cadbury Dairy Milk (CDM) over the last 12 months. They've separated their sausage (product) and sizzle (emotional) messages, using different media channels for…

Had some good feedback from Brent on the post last week about "reasons to buy" being better than just "reasons to believe". This post was prompted by the under-whelming claim…

The new poster advert from Quantas, the Australian airline, got me thinking about "reasons to believe": those truths about a product or service on which you can build a positioning.…

This is the last of 3 posts reporting back from the Brand Fuel Express. Here we look at some highlights from the session I ran on Core Brand Renovation. This…

This is the second post from the Brand Fuel Express high-speed branding event, following on from the first one on The Power of Packaging.This one is on another subject I'm…