Creating ‘signature services’ in a socially distanced world

Post by Remona Duquesne, Managing Partner based in Singapore. Brand experience plays a significant role in successful brand-led businesses, particularly in service sectors like travel, [...]

Embracing virtual working to keep brands fit: 13th Annual Research Paper

Our 13th annual research project explores the impact of the Covid-19 crisis on brand strategy. Lots of research has been published about cuts in marketing investment, but what about the [...]

How should brands respond to the Covid crisis? 

“How should we change our media spend and marketing strategy during the current crisis?” is a question most companies are asking themselves at the moment. A huge 67% of US brands and agencies are [...]

Alila hotels: bottling the magic of a truly distinctive service brand

Post by Remona Duquense, Managing Partner for South East Asia. Luxury boutique hospitality business Alila is one my favourite examples of a distinctive service brand. And I was lucky enough to [...]

Bringing brand experience to life

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Today’s social world raises the bar for brands The best brands today recognize the need to [...]

Customer CARE when things go bad: how Emirates got it wrong

Guest post by Prasad Narasimhan, Managing Partner based in Bangalore India, and a specialist in Brand Experience. They say that a man’s true character only reveals itself in tough times. The same [...]

Can ‘Brand CEO’ Julian Dunkerton supercharge Superdry?

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 [...]

Brand AND deliver: beyond ‘image wrapper’ branding to brand-led business

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 [...]

Bringing to life a vision: ’Housing Britain’ by the Prince’s Foundation’s 

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 [...]

Pascual’s prize shows revitalisation needs great strategy AND people

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 [...]

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