Brand Vision, Positioning & Purpose

Linked In this week was full of marketers applauding Patagonia for handing the company to a trust tackling climate change. The Chouinard family has split its shareholding between two new [...]

This week I’m glued to Prep to Win, a new Amazon Prime series. This ‘fly on the wall’ sports documentary follows Harlequins, the rugby team I’ve supported for 15 years. [...]

Post by guest brandgym blog contributor Jessica Taylor, sharing real-life insights from her recent experience working as a stylist in Jo Malone’s flagship store on Regent Street, London. Jo [...]

Famous fund manager Terry Smith recently joined Byron Sharp and Mark Ritson in slagging off brand purpose. Terry’s target was Unilever. He ridiculed what he called an obsession with “publicly [...]

We posted recently on the importance of rooting brand purpose in your product, not just on sustainability. Product plays a key role in brand purchase for 90% of consumer, with only 10% basing [...]

So, have you seen No Time to Die, the new Bond movie? And if so, what did you think?! Whatever your views, James Bond remains a fascinating and inspiring example of brand revitalisation. No Time [...]

“Mark Ritson recently said Brand Purpose is ‘Moronic’, ‘Bollocks” and ‘Bulls**t’. How do you feel about that? And Byron Sharp has also been critical.” This was the provocative [...]

This is the second of two posts sharing insights from our 14th annual research project on brand purpose. We look at how to make brand purpose pay by firmly rooting it on driving business growth. [...]

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 [...]

The Oatly brand growth story is an amazing one. After 20 years of relatively low and stable revenues to 2014, a sleepy Swedish oat milk has transformed itself into a hyper-growth, lifestyle brand [...]