Brand-led business

I read with interest the Dixons Carphone group’s planned name change linked to brand portfolio rationalisation. In this post I explore why this change is strategically sound, in contrast to the [...]

On a plane (yes, a plane!) this week I read with interest Whitney Wolfe Herd, founder and CEO of ‘female-first’ dating app Bumble, talking about her secrets of success in GQ (1). And [...]

Balancing short-term sales-focused marketing and marketing to build the brand was a topic of hot debate in a recent Mastering Brand Growth programme workshop. I suggested that great marketing can [...]

I thought I’d seen it all when it comes to name change nonsense. But no. The re-naming of Standard Life Aberdeen as abrdn has taken things to a whole new level. Or, should I say, plumbed new [...]

In this post, I explore in detail how the brand building of Peloton drove explosive growth, using seven ‘workouts’ from our upcoming brandgym Mastering Brand Growth Program. I [...]

As this bonkers year draws to a close, it’s time to look back on the year and pick some monthly highlights from our 52 weekly blog posts. In our 15 years of blogging, with almost 1,500 [...]

Post by David Nichols, Group Managing Partner and Head of brandgym|Create. We’re always looking out for examples of what we call brand-led business: where the brand drives the whole [...]

Post by Remona Duquesne, Managing Partner based in Singapore Brand values can be highly effective at aligning, engaging and inspiring people in a business, provided they drive [...]

Burger King are famous for pushing creative boundaries, winning 94 Cannes Lions in the past four years, including four Grand Prix awards. But key to Burger King’s success has been focusing this [...]

Just Eat, the take-away food delivery group, has grown strongly during our crazy Covid times: 2020 first half revenues of $1.2 billion were up +44% vs. year ago (1). The UK Marketing Director, [...]