Brand Vision, Positioning & Purpose

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 [...]

There’s lots to learn from the growth of fitness brand Gymshark, covering everything from product design to consumer insight and media channel innovation. The company has come a long way [...]

Ben & Jerry’s doesn’t just whip up tasty ice cream, it also whips up media storms by campaigning on social issues. The latest controversial Twitter campaign challenged the UK’s home secretary [...]

I love reading about small brands ‘pivoting’ to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom [...]

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 [...]

Predicting the long term implications of Covid-19 for brands is the hottest topic in marketing today. Most predict radical and permanent changes. “The emergence of a new behavioural group is [...]

Post by Prasad Narasimhan, Managing Partner based in Bangalore, India and Head of Brand Experience. Big brands are trying to fight back against a rapidly growing tribe of insurgent brands [...]

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 [...]

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 [...]

Purpose is powerful stuff when done well. ‘Psychologists describe it as “the pathway to greater well-being” and doctors have even found that people with purpose in their lives are less prone to [...]