Brand-led business

Julian Dunkerton of Superdry is the latest ‘Brand CEO’ that I’m backing with cold, hard cash. Brand CEOs are leaders who are the living, breathing embodiment of their brands. I first posted on [...]

Over the years, I’ve walked into a number of advertising campaign briefings only to realise halfway through that the company didn’t need advertising, it needed branding. Advertising is only [...]

Today I found inspiration on bringing to life a brand vision from an unusual source: Housing Britain: A Call to Action from The Prince’s Foundation, whose leader is Prince Charles (1). The report [...]

Post by Diego Kerner, Managing Partner for Latin America. Revitalising an old and slightly dusty brand is one of the greatest challenges in marketing. And this was just the challenge faced by Mar [...]

Post by Prasad Narasimhan, Managing Partner based in Bangalore. India throbs to the beat of a million start-ups and CureFit is one of the most exciting, making big waves in the world of fitness, [...]

Post by Jon Goldstone, Managing Partner (Global) based in London According to 88% of marketing directors in our research (posted here) smaller, ’insurgent’ brands pose a serious threat to big [...]

January is the time for bold predictions about how the world of marketing will be revolutionised in the year ahead. But Tom Fishburne’s timely cartoon reminds us of the risks of becoming [...]

Uber has just ditched the dodgy design it introduced in 2016 and gone back to basics with its new logo. This whole exercise has been a monumental waste of time, effort and money that could have [...]

Royal Enfield (RE) is a great example of a company successfully addressing one of the biggest challenges in marketing: rejuvenating a brand in trouble. Back in 2000, the Indian-based RE motorbike [...]

I got some great brand inspiration from a recent meeting with Huib Van Bockel, founder of natural energy drink Tenzing. He was one of the brandgym’s first clients back in his Unilever days, [...]