Brand Vision, Positioning & Purpose

Nike’s new Colin Kaepernick advert* has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, [...]

Royal Enfield (RE) is a great example of a company successfully addressing one of the biggest challenges in marketing: rejuvenating a brand in trouble. Back in 2000, the Indian-based RE motorbike [...]

Only 29% of corporate brands are distinctive compared to their competitive set, according to a global survey by CEB of 1,250 stakeholders from different fields (employees, managers, influencers [...]

As we approach the end of the year, its time to look back and do a quick review of 2017. We’ve done another 100 blog posts this year, posting every week, like we have since the blog started back [...]

In this third post inspired by our new book, the brandgym: A Practical Workout to Grow Your Brand in a Digital Age, we look at how to use brand purpose to sell more stuff, using Airbnb as an [...]

It seems I’m one of the only people to dare question the logic in Simon Sinek’s ‘Start with why’ approach to brands and business. So it was refreshing to read someone else [...]

Post by Jon Goldstone, former UK VP of marketing for Unilever, now brandgym Managing Partner, Global At the recent Marketing Society Effectiveness awards I was proud to see some of my old team [...]

I am intrigued by what the global VP of Lynx/Axe, Rik Strubel, calls "the biggest re-positioning of the brand in the last 20 years", in a recent Marketing column. Check out the first [...]

Hot on the tail of my post on bank Santander, here's another story about a financial services brand I admire: American Express. This is a brand that I use personally, so I've followed [...]