Brand-led business

This is the first of two posts sharing insights from our 14th annual research project on brand purpose. The research used a quantitative survey of 160+ senior marketing professionals across [...]

Post by Jon Goldstone, Managing Partner based in London. I must admit I’d never hear of Rimac until I recently read about their new 55/45 joint venture with Porsche: ‘Bugatti Rimac’. I was [...]

The most satisfying part of my job is seeing brandgym clients achieve their brand and business ambitions in the marketplace. A recent example was seeing the Castle Lite team and their agency [...]

Post by Bety Martinez, our brilliant brandgym Partner based in Mexico City. This week, I was moved by a report from Interbrand on “The pursuit of the barrier-free brand experience” (1). It is a [...]

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 [...]